The Survivors Trust Digital, Case study Guilty Clothes [case study] by Marvelous Moscow

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Guilty Clothes [case study]

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Industry Against violence
Media Digital, Interactive & Mobile, Case study
Market United Kingdom, Russia
Agency Marvelous Moscow
Released March 2017

Awards

Epica Awards 2017
PR & Promotions Events Bronze

Credits & Description

Country: Russian Federation
Advertiser: The Survivors Trust
Product: Project Against Victim Blaming
Agency: Marvelous Llc Moscow
Entrant: Marvelous Llc
Strategy: Bulat Aypov
Designer: Svetlana Solovieva
Production: Yana Sadovnikova Irina Stroeva
Website: http://www.guiltyclothes.com
Date: March 2017
Synopsis:
APPROXIMATELY 85,000 WOMEN ARE RAPED IN ENGLAND AND WALES EVERY YEAROnly around 15% of those who experience sexual violence choose to report the incident to the police. 94% of women who are raped experience symptoms of post-traumatic stress disorder (PTSD). 13% of women who are raped attempt suicide. More than a quarter of Britons believe that a woman is at least partly responsible for being raped, due to her behaviour or what she is wearing.The Survivors Trust foundation provides help & support to victims of sexual abuse and tries to change people's minds regarding the topic of victim blamingResearch showed that more then 90% of women who were sexually abused were wearing casual non sexy clothes. 93% of them were scared to contact help centres because of the victim blaming issue.The idea was to show people how the real victims were dressed when it happened and to prove that the clothes has nothing to do with it.During the Fashion Week in London we launched a website inviting people to see the most provocative fashion show ever. We invited media and bloggers, when they all came they saw models on the catwalk in super casual clothes ,then we showed a film, explaining that the clothes collection they just have seen was created based on real stories of sexual assaultThe film with people reactions was posted on the client's FB page.People from more then 153 countries accessed our web site. We received more then 4500 free media placements and more then 150 millions of