Brand | CLUB FÉMININ DE CARTHAGE |
Product/Service | CLUB FÉMININ DE CARTHAGE |
Entrant | LOBSTERS Tunis, TUNISIA |
Category | Sports for Good |
Idea Creation
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LOBSTERS Tunis, TUNISIA
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PR
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YKONE TUNIS, TUNISIA
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Production
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LOBSTERS Tunis, TUNISIA
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Post Production
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LOBSTERS Tunis, TUNISIA
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Post Production 2
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1337 DIGITAL STUDIO Tunis, TUNISIA
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Why is this work relevant for Entertainment?
In this campaign, we transformed a Law, with all its complexity, into Content that was embedded into pop culture : Sports event, Social media and mass media, to reach our target audience, Tunisian women.
This was done make a crucial law about women rights, more accessible, easier to grasp, understand, share and more importantly widely known by women, through communication channels that usually wouldn’t mention such a topic.
Background
The 58-2017 Law, preventing violence against women was promulgated in 2017 as one of the most progressive women rights law in the MENA region, tackling physical and moral violence, including cat calling and gender wage gap.
Unfortunately, this law despite lots of efforts, remains largely unknown by the public, resulting in women ignoring their basic rights.
The CFC, Tunisia's leading women Volleyball team, as part of their social engagement for women's causes, wanted to help the effort in educating young women about their rights, especially in covid times when the number of gender-based agressions was rising.
Describe the creative idea
The Club Feminin de Carthage, CFC, had an upcoming Super Cup Final game that would be broadcasted nationwide, a rare event in women’s sports in Tunisia. We wanted to use this opportunity to promote the 58-2017 law in an interesting way. So we made the 58-2017 law our brand new Jersey sponsor, 58-2017.tn
Describe the strategy
We transformed the law from a set of articles to a website, 58-2017.tn
Seeing this new sponsor on tv, we knew will get people curious and make them check the website.
Also we included in the website the law articles in a social media friendly content so it’s easy to download and share on Social media and messaging apps. Making such content available on any women phone, we knew would help them or their friends when they face a situation of moral of physical violence and need to know their rights.
Describe the execution
We launched the website 58-2017.tn before the final and we shared the content on our social Chanels.
It was immediately picked up by sports media and later more generalist online media.
The team fans shared the social content and it was relayed by major women influencers known for supporting women’s rights cause.
The next week we were invited on the number one Radio talk show targeting women and the number one tv talk show where we introduced the initiative and promoted the 58-2017.tn law
Describe the outcome
Instagram Reels & FB posts with the content of law were viewed more than 200.000 times
Cumulative audience reached on TV & Radio (Game, News, TV talk shows, Radio shows…) was above 4M people with TV talk show earning us the attention of 1.8M viewers.
Credits
Mehdi Lamloum |
Lobsters Prod |
ECD / Copywriter |
Amin Khelil |
Lobsters Prod |
ACD / Art Director |
Aziza Ben amor |
Lobsters Prod |
Chief Executive Officer |
Yousr Bouden |
Lobsters Prod |
Associate Producer |
Nour Ouni |
Lobsters Prod |
Director & DOP |
Amir Jebali |
Lobsters Prod |
Post Production |
Malek Bouzouita |
Lobsters Prod |
Sound Engineer |
Skander Sellami |
Lobsters Prod |
Photographer |
Skander Ben Hamda |
1337 Digital Studio |
Digital Manager |
Sarhan Aissi |
1337 Digital Studio |
Technology lead |
Hosni Ghariani |
Ykone |
Social Influence & PR Lead |
Zeineb Bouassida |
Ykone |
Social Influence |
Amal Jeljeli |
Ykone |
Social Influence |
Links
Video URL
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Supporting Webpage