2020/2021 Winners & Shortlists

Background

We live in a world where borders are closing and walls are being built; where divisions widen as inequality marches on. In South Africa, women are far from free. Safety is at a harrowing low level, and patriarchal, gender abuse is high and normalized. There's no commercial opportunity to be had here. As a brand serving women, how could they address such a raw societal issue? Our objective was to give the brand, a credible and authentic entry point into addressing issues as raw and emotional as abuse and rape. This was not about commercial opportunity, this was about contributing to society and depositing value in a meaningful, impactful way. In a comms world usually defined by brand-first narratives or awash with push-purpose campaigns that fall short, this was about building affinity while delivering contribution and representation. This was about enabling a brand to be a positive change agent.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Written data reveals a harrowing level of gender abuse - One in three women will be sexually attacked. Two in five are beaten by their partners. Half will be sexually harassed at work and one in 15 will be murdered by their partner. Our breakthrough came from a distressing insight. When asked...“Have you, or anyone you know, been to subject to gender-based violence, abuse or rape in any way” a staggering amount of women answered “Not Yet”. Two words that collectively define the expectation and normalizations of abuse in South Africa. In a region where trans communities and others are marginalized, even more so, we and the client made a landmark decision that would ultimately pave the way for other businesses and brands for gender acceptance. Brands have fallen short in addressing any of these issues. Our project set out to document what life is like as a South African woman in today's society and talking through cultural issues is the backbone of our narrative.

Describe the creative idea

We needed a clear shift from a marketing mindset to an entertainment mindset that builds association, affinity, and contribution to culture. And in the advertising space, the documentary format, done responsibly, allows for an unparalleled level of authenticity and audience connection. Womanhood is a 22-minute film that looks at the underlining patriarchal societal issues that contribute to the normalization of abuse. Viewed through the lens of a series of themes, it's a tapestry of experience and stories, told through up to 35 interviews. The film delicately navigates the complexities of being a woman in South Africa and shines a light on the previously unaddressed issue of where women find themselves right now. Compelling and deeply raw at times, the film also offers hope and asks for a more positive future through unity and support.

Describe the strategy

While written data reveals a harrowing level of abuse - 1in3 women will be sexually attacked. Finding the humanity behind these stats was integral to the work. We spent weeks on-ground listening and speaking to women from all echelons of society. Our breakthrough came when we asked...“Have you, or anyone you know, been to subject to gender-based violence or rape in any way” a staggering amount answered “Not Yet”. Two words that collectively define the expectation of abuse in South Africa. If "Not Yet" was the issue. We needed to know the "Why". Our approach was to make a documentary that spoke to every woman. While we respect being all-encompassing of Womanhood was not the agenda, it needed to represent the narratives within this. Our contributors were from all spectrums of social and economic backgrounds with a dept of age and experience in the world as women.

Describe the execution

At the heart of this film is a diverse team of female researchers who passionately worked across South Africa. Influencers and well-known speakers were prohibited; instead, they spent two months speaking to women from across the social spectrum, ranging from friends and family through to community leaders. We captured 32 interviews across 7 days to make sure we have a broad spectrum of narratives. The editing process was arduous but integral to weaving the right narrative. Upon completion, we did multiple tests with people from all walks of life to check story blind spots. WOMANHOOD finally went live on YouTube and the brand's site in October 2019. Staying real and direct, we brought the film into local film festivals for screenings across townships and cities. While Womanhood represents a pulse of what's happening now, it will serve as a narrative to drive the agenda around tackling this societal issue.

Describe the results / impact

1st for women became allies in the hardest of times, we gave them credibility in an area brands find hard to navigate, giving assurance in a category defined by mistrust. We showed the audience the category can have meaning beyond direct messaging and the clichéd humor and mascot ads that dominate that market. And we didn’t stop there, to truly stand by the trans-community, and go beyond lip-service and ‘woke’ purpose, our work led to 1st for women making a landmark decision to amend its female insurance policies to include "all women" regardless of gender at birth. And while we may calculate the thousands of online views, the hundreds of screenings, the PR, the posts, the comments. Beyond any KPI or metric, after watching this film, if one man thinks differently about rape & abuse, or one woman feels unity and hope, we've had impact and made work that matters.