SILENT SPECTATORS by Leo Burnett Mumbai for SHERIFF OF MUMBAI

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SILENT SPECTATORS

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Industry Charities, Foundations, Volunteers, Against violence
Media Direct marketing
Market India
Agency Leo Burnett Mumbai
Creative Director Amod Dani
Art Director Ramchandra Patil, Sadanand Narvekar
Producer Dhyanendra Kawde
Account Supervisor Gaurav Lalwani
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: SHERIFF OF MUMBAI
Product/Service: DOMESTIC VIOLENCE HELPLINE
Agency: LEO BURNETT INDIA
Date of First Appearance: Nov 21 2009 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
Chief Creative Officer: K V Sridhar (Leo Burnett India)
Creative Director: Amod Dani (Leo Burnett India)
Art Director: Sadanand Narvekar (Leo Burnett India)
Art Director: Ramchandra Patil (Leo Burnett India)
Producer: Dhyanendra Kawde (Leo Burnett India)
Account Supervisor: Gaurav Lalwani (Leo Burnett India)
Account Manager: Mahesh Balakrishnan (Leo Burnett India)
Media placement: Ambient: Street Act - Road Shows - 21st Nov 2009

Describe the brief/objective of the direct campaign.
The objective of this campaign was to promote the helpline against domestic violence: 1298, by making the people aware of this hideous crime committed behind closed doors.

Explain why the creative execution was relevant to the product or service.
To bring alive the campaign 'Every silent spectator is a culprit' we created a series of acts with the help of theatre group artists. Through these street plays we depicted a woman being beaten up by different members of the by-standing crowd, as she was beaten up by her husband. This stark and real execution moved the audience and they broke their silence against this heinous act.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Domestic violence is a hideous crime that is on the rise, behind closed doors. The victims of these crimes often go silent and suppress their emotions within. But the true culprits are not just the ones who commit these ugly acts of brutality, but also those who bare witness to it, and remain quiet. Citing this insight we created a campaign to help such distressed individuals. When neighbours stop ignoring the cries for help and take action against the wrongdoers only then can domestic violence be irradiated. Thus began our campaign against domestic violence: ‘Every silent spectator is a culprit.’

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.
This simple street act performed throughout the city left the by-standers with a feeling of guilt and anger. anger against the crimes committed against women. Post the release of the campaign the calls to the 1298 helpline rose by 6.7% in 3 weeks.