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 Direct marketing, Promo & PR, Case study
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: Best Integrated Campaign Led by Direct Marketing
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
Entry URL: http://yri.co.il/cannes/2011/woman_for_sale/integrated/
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)
Copywriter: Sharon Refael/Oren Meir/Liron Ben Yakov (Shalmor Avnon Amichay / Y&R Interactive)
Art Director: Gil Aviyam/Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director / Branding: Zeev Ravid (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)
Production Company: Eyal Naor (EXP)
Director: Roy Shalem
Photography: Eyal Nevo/Uriel Sinai
Public Relations: Anna Magin (Daniella Ribenbach Communications)
Recording Studios: (Shapam, Soundhouse)
Comparison Site: (Zap)
YouTube Artist / Producer: Guy Dayan
Media placement: Outdoor Popup Store - Dizengoff Center Tel Aviv - 19 October 2010
Media placement: Inetrnet - Zap - 20 October 2010
Media placement: TV - Channel 10 - 16 November 2010
Media placement: Inetrnet - YouTube - 3 January 2010
Describe the brief/objective of the direct campaign.
The Task Force on Human Trafficking wanted to gain support for a law regarding trafficking 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. 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.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We built a branded pop-up store in one of the busiest shopping centres in Tel Aviv. The women wore price-tags with details. A minisite was created where users could "purchase" women. A catalogue was sent to all Parliament members and opinion leaders. We collaborated with ZAP the leading comparison site in the country and created a new category – Women Comparisons. A dislike petition was launched on YouTube. In-store promo materials included branded bags, shirts, flyers, price stands, cashier, and wall paper. Calling cards were put on car windows outside the centre inviting people to the store.
Explain why the creative execution was relevant to the product or service.
We wanted to take the issue of women trafficking out of the darkness and place it at the front of the Israeli scene. We needed to create something provocative and nonconformist enough so that everyone will notice. Using the women store and different online and offline elements that objectified women we created the emotional strong response we needed.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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 Israelis, 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.