Save The Children DM HEALING PHONE NUMBER by Taproot Mumbai

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HEALING PHONE NUMBER

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Industry Against violence
Media Direct marketing
Market India
Agency Taproot Mumbai
Executive Creative Director Agnello Dias
Copywriter Santosh Padhi
Producer Manohar Nayak
Released April 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: SAVE THE CHILDREN INDIA
Product/Service: DOMESTIC VIOLENCE AWARENESS
Agency: TAPROOT INDIA
Date of First Appearance: Apr 17 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot)
Chief Creative Officer: Agnello Dias (Taproot)
Executive Creative Director: Santosh Padhi (Taproot)
Executive Creative Director: Agnello Dias (Taproot)
Copywriter: Santosh Padhi (Taproot)
Consultant: Chintan Ruparel (Taproot)
Account Servicing: Manan Mehta (Taproot)
Producer: Manohar Nayak (Lingo)
Media placement: Radio - Selective Radio Channels In The City - March 2011

Describe the brief/objective of the direct campaign.
The objective was to alert all women who are subject to acts of violence in millions of homes across India and provide them with immediate assistance. So the target audience in this case was the same in nature but holistic in approach.
The topic of domestic violence is a sensitive one in India. Hence the strategy was to employ a direct call to action via a radio execution that would cut across all social layers and get the TG to call our number, which was very much part of the idea itself.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Idea was born out of a relatable premise. It is the helplessness of a woman being abused within the confines of her home that often becomes her prime weakness. We used the audio device of the agonized shriek of the one being abused and drove home the point by replacing her feeble yells with our phone number. The aim was not to instil fear or guilt in the mind of the accused but empower the victim herself to take appropriate action when the need arises. This equips them with self-defence and made them aware of the recourse she has access to.

Explain why the creative execution was relevant to the product or service.

The strength of the creativity lies in its in-your-face approach and the nature of the public announcement. Where most social service radio spots plant layers for listeners to unravel, here was an idea that hit the nail right on the head from the word go. Also, the fit couldn’t have been better since the project brand itself is called Save Our Sisters. And our idea aims to do just that - save millions of sisters in a nation that worships the woman as goddess through a number of female deities. This only made the communication stronger.

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.
108 victims calls were attended in just one city in one and half months time, out of which we got into more than 70% of them into educating the tips on preventing, standing up to and tackling domestic harassment and abuse. Most of them were aligned to different female associations bodies to educate them more about women rights.
We also received a lot of calls from elder women, expressing their gratitude and commending us for undertaking this initiative.