WOMEN FOR SALE by Y&R Tel Aviv for Atzum Task Force on Human Trafficking (TFHT)

WOMEN FOR SALE

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Industry Public awareness
Media Design & Branding
Market Israel
Agency Y&R Tel Aviv
Director Roy Shalem
Executive Creative Director Tzur Golan
Creative Director Yariv Twig, Sagi Blumberg, Roy Cohen
Art Director Dan Kashani, Gil Aviyam
Copywriter Oren Meir, Sharon Refael, Liron Ben Yakov
Account Supervisor Yael Yuz, Amichay Kattan
Released October 2010

Credits & Description

Category: Temporary Retail
Advertiser: ATZUM
Product/Service: TASK FORCE ON HUMAN TRAFFICKING
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Oct 19 2010
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Director: Yariv Twig/Roy Cohen/Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive)
Art Director: Gil Aviyam/Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive)
Copywriter: Sharon Refael/Oren Meir/Liron Ben Yakov (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Tal Fishbain (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisor: Yael Yuz/Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Manager: Lia Gat/Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive)
Head of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Vered Golan (Shalmor Avnon Amichay / Y&R Interactive)
Planner: Ayelet Esformes (Shalmor Avnon Amichay / Y&R Interactive)
Agency Producer: Marina Akilov/Shira Robas/Sigal Nugasy (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director/Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive)
Designer/Branding: Gilad Boby (Shalmor Avnon Amichay / Y&R Interactive)
Photography: Eyal Nevo/Uriel Sinai
Public Relations: Anna Magin (Daniella Ribenbach Communications)
: Recording Studios (Shapam Soundhouse)
Director: Roy Shalem
: Comparison Site (Zap)
Media placement: Women Price Tags - Dizengoff Center Store - 1 December 2010
Media placement: Petition Signage Pages - Dizengoff Center Store - 1 December 2010
Media placement: Shopping Bags - Dizengoff Center Store - 1 December 2010
Media placement: Fliers - Dizengoff Center Store - 1 December 2010
Media placement: Calling Cards - Dizengoff Center Store - 1 December 2010
Media placement: Wall Stickers For The Store Walls - Dizengoff Center Store - 1 December 2010
Media placement: Shirts - Dizengoff Center Store - 1 December 2010
Media placement: Stands Besides The Women With Details Of Every Girl - Dizengoff Center Store - 1 December 2010
Media placement: Catalogs - Dizengoff Center Store - 1 December 2010

Describe the brief from the client
The Task Force on Human Trafficking wanted to gain support for a law regarding trafficking and prostitution in Israel, recruit the media and raise awareness. An estimated 3,000 women are living in Israel today having been smuggled into the country and sold and resold while being assaulted, starved and raped. The public isn't aware of what is happening in their back yards, in houses, in yards, Streets, flats and hotels. People look the other way

Describe the challenges and key objectives
To reach a wide audience we needed that the media will pick up on our campaign. We needed to create something controversial that will make headline news. We decided to build a branded pop-up store selling women in one of the busiest shopping centers in Tel Aviv.

Describe how you arrived at the final design
The store looked like any other store in the center. The women wore price-tags with details and measures including their height, weight and country of origin. Some of the women wore make-up that depicted signs of violence. Task Force volunteers stood by and explained what is going on to the confused passers-by. In-store promo materials included branded bags, shirts, flyers, price stands, cashier, and wall paper. Calling cards were put on car windows outside the center inviting people to the store.

Give some indication of how successful the outcome was in the market
More than 100 countries covered the event: all major media in Israel (Channels 2, 10, 9, newspapers, online news sites, blogs), and all over the world, including 2 different TV items on CNN, Euronews and FOX News. Primarily aimed at 7 million Israelies, the campaign ended up sparking a worldwide debate reaching hundreds of millions. 22,738 people joined the petition. The proposed law is currently being studied by the government. Until it is approved the Task Force will keep the issue in the public eye in any way they can. (The store was part of an integrated campaign)