KAFA Design & Branding WORDS HURT by Y&R Dubai

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Industry Against violence
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Photographer James Day
Released February 2011

Credits & Description

Category: Posters
Advertiser: KAFA
Product/Service: KAFA
Agency: Y&R DUBAI
Date of First Appearance: Feb 25 2011
Chief Creative Officer/Creative Director: Shahir Zag (Y&R Dubai)
Creative Director/Art Director: Kalpesh Patankar (Y&R Dubai)
Art Director/Copywriter: Shahir Zag (Y&R Dubai)
Copywriter/Designer: Kalpesh Patankar (Y&R Dubai)
Photographer: James Day
Planner: Nadine Ghossoub (Y&R Dubai)
Account Manager: Farid Hobeiche (Y&R Dubai)
Agency Producer: Amin Soltani (Y&R Dubai)
Marketing Manager: Vanan Mandjikian (KAFA)
Media placement: Posters - KAFA & NGO Offices - 25 February 2011

Describe the brief from the client
Through a comprehensive research, KAFA found that 1 in 2 women in Lebanon suffer from some forms of verbal abuse.

Our task was to encourage these women to come forward by highlighting the effect of verbal abuse, which can sometimes be more damaging than physical abuse. It causes the victims, mostly women, to suffer from life-long emotional scars in the forms of diminished confidence and debilitatingly low self-worth, making them lose control over their own lives.

Describe the challenges and key objectives
To encourage the victims to call KAFA’s helpline and not to suffer in silence.

Describe how you arrived at the final design
We took sound waves created by swear words and turned them into wounds on the abuse victims. Telling a compelling story just by making the devastating scars visible.

Give some indication of how successful the outcome was in the market
• KAFA saw a 35% increase in the number of calls to their helpline —
compared to the period before the campaign was launched.
• More women came forward to report their cases.
• A significant number of women registered on the website to become volunteers.
• Overall, the campaign was a great success for KAFA.