The Association Of Rape Crisis Centers In Israel DM DONT ERASE WHAT HAPPENED by McCann Tel Aviv

DONT ERASE WHAT HAPPENED

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Industry Public awareness
Media Direct marketing
Market Israel
Agency McCann Tel Aviv
Copywriter Dana Saka Lapinsky
Released December 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: THE ASSOCIATION OF RAPE CRISIS CENTERS IN ISRAEL
Product/Service: PUBLIC AWARENESS
Agency: McCANN ERICKSON ISRAEL
Date of First Appearance: Dec 27 2010
Entrant Company: McCANN ERICKSON ISRAEL, Tel Aviv, ISRAEL
Entry URL: http://www.mdigital.co.il/CANNES-LIONS/Dont_erase_what_happened.html
Vice President Creative: Tal Raviv/Eldad Weinberger (McCann Erickson)
Vice President Creative Digital: Nir Refuah (McCann Erickson)
Copywriter: Dana Saka-Lapinsky (McCann Erickson)
Account Manager: Chen Biran (McCann Erickson)
Media placement: Email Marketing - Email - December 27th, 2010

Describe the brief/objective of the direct campaign.
We wanted to increase awareness of sexual assault in Israel by generating a conversation and moreover to encourage victims to break the silence and speak out.

The challenge was to illustrate that the silence cannot erase the sexual assault only conceal it from the view.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
1 in 3 Israeli women is sexually assaulted. 10% come forward. The rest try to “erase” what happened.
The centre was an email campaign that spread emails with a MS Word document attached. Details were given in the email of what viewers might find in the attachment—a young girl’s letter to her sister, mildly recounting her attack. Word's “track changes” function was enabled within the document. By tracking the changes the reader revealed deletions from the story, painting a more complete, graphic picture.

Explain why the creative execution was relevant to the product or service.
The "Track changes" option gave us a unique opportunity, to illustrate the mental process of a sexual assault victim. Together with the authentication of an e-mail the document was virally spread.

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.
The idea of “erasing” the victim's experience started a conversation and incited outrage.
Awareness spiked. People broke their silence.