People Opposing Women Abuse (POWA) DM A SHOE BROCHURE IN CASE OF EMERGENCY by Ogilvy Johannesburg

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Fran Luckin
Creative Director Mariana O`kelly, Neo Mashigo
Art Director Alexa Craner, Michelle Mckenna
Copywriter Taryn Scher
Released September 2011

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: POWA
Executive Creative Director: Fran Luckin (Ogilvy Johannesburg)
Creative Director: Mariana O'Kelly (Ogilvy Johannesburg)
Copywriter: Taryn Scher (Ogilvy Johannesburg)
Art Director: Michelle McKenna (Ogilvy Johannesburg)
Art Director: Alexa Craner (Ogilvy Johannesburg)
Production: Shirley Wagner (Ogilvy Johannesburg)
Account Manager: Shera Eshmade (Ogilvy Johannesburg)
Marketing Manager: Marcelle Naude (Nine West)
Strategist: Candice Blumenthal (Ogilvy Johannesburg)
Media placement: Brochure - Distributed At Shopping Malls - 1 September 2011
Media placement: Brochure - Distributed At Women's Magazine Outlets - 1 September 2011
Media placement: Brochure - Distributed At Nine West Stores - 1 September 2011

Describe the brief/objective of the direct campaign.
In South Africa, there’s a misconception that abuse of women occurs only in lower-income communities. But, statistically, a high incidence of abuse occurs in upper-income groups too.

We wanted these women to consider POWA (People Opposing Women Abuse) when seeking help, and to change the belief that POWA only helps poorer communities. We needed to reach these women in a relevant way and communicate potentially life-saving information to them without endangering their lives by arousing the abusers’ suspicions. Thus we hid information in a format that would interest women, but that men would ignore.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Together with Nine West, we developed a pamphlet that looked like a high-end shoe brochure but which disguised information for abused women inside. POWA thereby targeted these women in higher income groups, providing a discreet but effective exit strategy, and a unique lifeline to keep with them as ready reference in case of emergency. We distributed brochures at relevant touchpoints like women’s magazine outlets, malls and Nine West stores, knowing our chances of reaching either abused women or concerned neighbours/ friends of abused women would be high: statistically 1 in 4 South African women experience domestic abuse.

Explain why the creative execution was relevant to the product or service.
The most dangerous time for an abused woman is when her abuser suspects she is seeking help in order to leave. We provided abuse victims with the means to keep vital information safely in their possession without arousing the suspicions of the abuser, and also gave friends/neighbours a way to reach victims safely: they could hand the brochure to a woman without mention of abuse, even in front of a man, or slip it under their door/into their post box, knowing it would pique the woman’s curiosity, but be ignored by a man.
(100 words)

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.
50,000 brochures were distributed with a 98% acceptance rate vs 40% acceptance of ordinary POWA pamphlets previously distributed.
83% of recipients were willing to pass the brochure on to an abused woman.

As an ongoing project that provides victims of abuse with an emergency exit plan that they can conceal in their possession, rather than prompting call-ins, traditional success-tracking of victim response is impossible.

However, extensive pre-testing was conducted:
Abused women willing to:
- keep brochure in their possession (84%)
- use it as an exit plan and emergency help source (93%)