Women Institute DM VIDEO-BLOGGERS AGAINST DOMESTIC VIOLENCE by La Despensa

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VIDEO-BLOGGERS AGAINST DOMESTIC VIOLENCE

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Industry Public Safety, Health & Hygiene, Against violence
Media Direct marketing
Market Spain
Agency La Despensa
Art Director Willy Roda
Copywriter Raul Cirujano Y Lolo Ortega
Account Supervisor Harold Vas
Released November 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: WOMEN INSTITUTE
Product/Service: 016 DOMESTIC VIOLENCE LINE
Agency: LA DESPENSA
Executive Creative Directors: Javier Carrasco Y Miguel Olivares (La Despensa Ingredientes Creativos)
Art Director: Willy Roda (La Despensa Ingredientes Creativos)
Copywriter: Raúl Cirujano (La Despensa Ingredientes Creativos)
Account Director: Sergio Sancho (La Despensa Ingredientes Creativos)
Account Supervisor: Harold Vas (La Despensa Ingredientes Creativos)
Account Executive: Miguel Pico (La Despensa Ingredientes Creativos)
Media placement: Online Video- 5 Videos - YouTube - 25 November 2011

Describe the brief/objective of the direct campaign.
016 is the official hotline of the Spanish Ministry of Health to help women who are victims of gender violence. In Spain, victims are increasingly younger; their average age has dropped 3 years from 2009 to 2010. The purpose was to raise young women’s awareness about the existence of a hotline to help them when faced with abuse: 016. However, the Ministry of Health, with no funding, like the Spanish Government, had no budget to do this important work, so we decided to use the Internet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We were looking for a way to reach young women, particularly those who are victims. We decided to use very popular video-bloggers, so that they gave tips to their thousands of viewers about what would seem to be typical advice about makeup and fashion: How to hide a fat lip, how to cover a black eye, how to dress so that your boyfriend lets you out the door, how to make sure that your mascara doesn’t run when you cry… Then in the middle of the advice, they stop to display the message: ‘Don’t Hide Abuse. Report It. Call 016’.

Explain why the creative execution was relevant to the product or service.
Owing to the campaign, if you are a young woman, the message ‘Call 016’ reached you directly, via a homemade video on YouTube, provided by another normal girl, just like you. The way this information was given to you was so convincing and blunt that the videos went viral and became news.
Although time has gone by, if you are a victim of gender violence and decide to type a search into Google on, for example, ‘How to cover up a fat lip’, etc., you will still find video-advice that will tell you how to find help: by ringing 016.

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.
In 4 days, the videos had over 300,000 hits. They have become a permanent source of help on the Internet. They featured on the front pages of the main female digital media and appeared in the most important Spanish media.
The campaign went viral on social networks and 90% of viewers who could be verified were women from 18-44 years old.
The Ministry of Health refuses to provide data about the people who ring 016. With a cost of €134.52 -the price of the notice boards- we would be satisfied if even 1 girl has called 016.