|Entrant||TBWA\RAAD Dubai, UNITED ARAB EMIRATES|
|Category||Use of Mobile & Devices|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Brand Experience & Activation?
KAFA (enough) Violence & Exploitation is a Lebanese feminist NGO seeking to create a society that is free of social, economic and legal patriarchal structures that discriminate against women. The core of the NGO's existence is protecting women from discrimination. Instaguard is a compelling example of how KAFA is built on one single-minded purpose, which it is dedicated to fulfill: Creating a society where women can feel safe and live the way they want to.
Night outs in Lebanon are legendary. Dinner at 8pm sharp, pre-drinks kick off at 9pm, and the midnight to early morning rave never disappoints. What could go wrong? Well if you're a female, it's the ride back home and the sexual harassment and predatory behaviour of taxi drivers. In fact, 35 out of 100 female students surveyed at the Lebanese American University said they've been harassed by taxi drivers multiple times. And with most nights out in Lebanon involving alcohol, Lebanese women are doomed to that scary cab ride home, not knowing if they'll make it home untouched. KAFA, a Lebanese feminist NGO, wanted to tackle this, and equip women with the right tools to fend off dodgy taxi drivers and put a stop to this morbid reality.
CHALLENGE: How does KAFA protect Lebanese women from taxi drivers willing to take advantage of them and act on sinful desires?
Describe the creative idea (20% of vote)
KAFA conducted qualitative research with Lebanese women who had previously experienced sexual harassment in taxis or those who felt threatened by taxi drivers. These women consistently spoke of the attitude that taxi drivers held towards them, reinforced by patriarchal traditions in the country - that a woman getting a ride back home late at night was a “whore” who was “asking for it.”
INSIGHT: Taxi drivers believe that women who go out late at night are "sluts" who want to end it with a one night stand.
Further discussions with our focus groups uncovered the different defense tactics women used when facing such horrendous situations. From not entertaining the driver's attention, to not responding, and even fighting back. Tactics that are used once the driver has already started his approach. And that's when KAFA had its Eureka moment.
THE CREATIVE IDEA: A digital pepper spray without the worry of confrontation.
Describe the strategy (20% of vote)
KAFA needed to pick the right tool to help women fight the harassers and reclaim their right to live the way they wanted to live. But it was also about making the harasser understand that harassment of any kind was unacceptable, and that there would be consequences to such behaviour. So what would stop a harasser from harassing? Getting caught.
Due to Lebanon being a patriarchal society, men thought they could get away with anything, including sexual harassment. And as KAFA's aim was to protect women, it had to ensure it did so, without men knowing.
Our mission was to protect women of potential public transport harassment through a medium that would be only accessible to women. Cue KAFA Instaguard, an Instagram profile serving as a tool against public transport harassment.
Describe the execution (30% of vote)
KAFA created Instaguard, an Instagram profile featuring personalized pre-recorded calls to make sleazy drivers think that there are more people aware of the ongoing trip, saved in a private Instagram profile only accessible to women.
Calls were prerecorded in Arabic and English using local voice actors. Pre-recorded calls included an array of choices spanning from a call from your husband, brother, and even the office you worked at. Users pick the calls that best fit them to play them on their feed.
When sexually perverted drivers hear the call, they’re less likely to harass as they know that their journey is closely monitored. The pre-recorded calls were crafted in a way to sound exactly like a real call on loudspeaker. Safe routes, emergency helplines, and security tips were also offered. Instaguard made every public transport ride feel safer.
List the results (30% of vote)
Because KAFA did not want Instaguard to be noticed by the predator, virality was never a goal for them. The idea was not even shared with mainstream media for PR. Instead, KAFA wanted to create a safe space on Instagram for women only.
Success was based on how many harassments Instaguard actually stopped. By that logic, we equated each video view to a stop to an act of harassment.
Video views: 103.
KAFA also followed mentions of Instaguard by women only on social media.
Online mentions of Instaguard (by women only): +1000% increase
As this was a private matter, there were many metrics that were inaccessible to us such as the number of forwarded Instaguard messages on WhatsApp, DMs through Instagram and Twitter, and Instaguard discussions on private female forums and social media groups.
Instaguard was about building a community where women can help and protect each other.
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||Social Media Manager
||PR & Communications
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