CENTRE FOR SEXUAL RIGHTS: "BRING THE PROBLEM TO THE LIGHT OF DAY" Promo / PR Ad by Imago

Category: Best Use of Newspapers
Advertiser: WOMEN'S ROOM
Product/Service: CENTRE FOR SEXUAL RIGHTS
Agency: IMAGO
Date of First Appearance: Jul 31 2009 12:00AM
Entrant Company: IMAGO, Zagreb, CROATIA
Senior Creative Director: Vanja Blumensajn (Imago Reklamna Agencija)
Strategic Planner: Iva Kaligaric (Imago Reklamna Agencija)
Art Director: Sasa Peric (Imago Reklamna Agencija)
PR Manager: Durdica Vojnic Kortmis (Women's Room - Centre for Sexual Rights)
Designer: Darko Bosnar (Imago Reklamna Agencija)
Media placement: Print campaign - Jutarnji list - 31/07/2009

Results and Effectiveness
The campaign runs through several of the biggest daily newspapers in Croatia. After the first release, in the most influential Jutarnji list, every sixth Croat had the opportunity to see the ad which raised awareness about this problem and other activities of Women's Room. The number of calls to their helpline rapidly increased and numerous media coverage in print and web articles additionally promoted Women's Room initiative.

Creative Execution
We do not believe that the problem will be solved just by showing it; this is why we created an ad that invites the reader to take action. The transparency of newspaper material was used to illustrate the idea. In order to see the message, readers had to take action and lift the print ad towards a light. The front side and the back side combined reveal the invisible and highlight the problem (black eye is formed from terms describing consequences of non-physical violence).

Insights, Strategy & the Idea
The goal of the campaign was to raise awareness about the problem of sexual harassment. As Croatians are already aware of the existence of physical violence we emphasised the problem of non-physical sexual abuse, the type that often leaves invisible consequences. To prevent the violence and alarm the audience people need to speak about the problem: BRING IT TO THE LIGHT OF DAY.