Amnesty International - "Every NO Ought To Be Heard"

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgium

4912

Это объявление является частью "ACT Responsible Collection"

Бренд: Amnesty International
Страна: Belgium

Рекламодатель: Amnesty International

Заголовок	Every NO Ought To Be Heard
Агентство	Air, Partner of McCann
Кампания	My Body, My Right
Рекламодатель	Amnesty International
Бренд	Amnesty International
Дата первой трансляции/Публикации	2013
Бизнес сектор	Институциональные/общественного интереса/некоммерческие организации
Слоган	No always means no
История	“Can you help me do the dishes, can you take out the garbage...” We all know these everyday questions. And it’s generally known that men tend to develop a selective hearing for the things their partner says or asks. But sometimes this goes further than just ignoring a simple question... That’s why Amnesty used “having hearing problems” as a creative vehicle for it’s campaign. Because some men seem deaf to the NO of their partner... and become rapists. In Belgium for example there are 8 reported rapes per day, 25% even by her own partner. In fact 56% of the Belgians know a victime of sexual violence. With our campaign, we point out that saying NO is a basic right and should never fall on deaf ears.
Проблема	How can you create attention about rape in an impactful manner? When people don’t expect it at all...We invited people to take a online test by a fake brand. For this, we developed an actual online hearing test, but changed the typical beep by the sound of a woman screaming ‘no’ (from a soft whisper till a loud scream). At the end of the test we showed the participant’s result and reveal the key message by Amnesty International. “Every NO ought to be heard.” We then asked to share their result to spread the word.
Результат	It didn’t take long for the press to jump on it, we got covered by the flemisch and french tv news, radio , national and international press + a whole debat started on blogs, facebook and.... in the Belgian Parlement. The test results were massivly shared among Facebook users and generated traffic towards the website.
Тип медиа	На открытом воздухе / вне дома
Длина	105 seconds
Креативный директор	Marie-Laure Cliquennois
Креативный директор	Grégory Ginterdaele
Направление творчества/искусства	Karl Magnus
Направление творчества/искусства	Wendy Wauters
Графический дизайнер	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Креативный продюсер	Marie Libouton
Креативный продюсер	Bérengère Lurquin
Специалист по работе с заказчиками	Julie De Smedt
Специалист по работе с заказчиками	Elderd Bolhuis