2022 Winners & Shortlists

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.