White Ribbon Alliance Digital, Case study #20minutesofaction4change [image] by J. Walter Thompson Toronto

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#20minutesofaction4change [image]

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Industry Against violence
Media Digital, Interactive & Mobile, Case study
Market Canada
Agency J. Walter Thompson Toronto
Chief Creative Officer Ryan Spelliscy
Associate Creative Director Mark Lewis, Denise Cole, Laurent Abesdris, Nicole Ellerton
Released November 2016

Awards

Cannes Lions 2017
PR Campaign: Integrated Campaign led by PR Bronze Lion
PR Digital & Social: Social Community Building / Management Bronze Lion

Credits & Description

Title: #20minutesofaction4change
Agency: J. Walter Thompson Canada
Brand: White Ribbon
Country: Canada
Entrant Company: J. Walter Thompson Canada, Toronto
Advertising Agency: J. Walter Thompson Canada, Toronto
Chief Creative Officer: Ryan Spelliscy (J. Walter Thomspon Canada)
Associate Creative Director: Denise Cole (J. Walter Thomspon Canada)
Associate Creative Director: Laurent Abesdris (J. Walter Thomspon Canada)
Evp, Managing Director: Darrell Hurst (J. Walter Thomspon Canada)
Associate Creative Director: Nicole Ellerton (J. Walter Thompson)
Associate Creative Director: Mark Lewis (J. Walter Thompson)
Creative Director Of Design: Yen Chu (J. Walter Thompson Canada)
Design Director: Rasna Jaswal (J. Walter Thompson Canada)
Creative Technologist: Kevin Tam (J. Walter Thomspon Canada)
Dir. Digital Production: Lisa Hamilton (J. Walter Thompson Canada)
Account Supervisor: Sasha Bricel (J Walter Thompson)
Relevancy:
This campaign generated PR from news outlets across the globe, but also responses from celebrities, Prime Ministers and international organizations like The UN, He for She and others.
Strategy:
Educate and inspire dads to become agents of change by talking to their sons for 20 minutes about sexual consent, boundaries and respect for women.
Synopsis:
One in five women will be sexually assaulted during their college and university years. When the Stanford rapist’s father used the deplorable euphemism ”20 minutes of action” to describe the rape his son committed, it helped to shed light on the misogynistic attitudes that are alive and well in our society and especially in our schools.White Ribbon, the world’s largest movement of men and boys working to end violence against women tasked us with giving men and dads a way to take action and be a part of the solution.
Execution:
We launched with a site to educate and encourage dads to commit to taking 20 minutes to talk to their sons about sexual consent, boundaries and respect for women.We then Leverage the UN’s International Day for the Elimination of Violence Against Women (Nov 25th), and invite dads and all supporters across the globe to take part in To support this initiative on the day, we also asked influencers and organizations to give up their social media channels, and allows us to take over their website (landing pages) for 20 minutes in a show of solidarity.
Campaign Description:
Turn the phrase “20 minutes of action” on its head by creating #20MinutesOfAction4Change; a campaign aimed at dads allowing them to be active participants in the fight against sexual assault on school campuses.
Outcome:
• Over 100 companies jumped on board from Google and LinkedIn to Home Depot, allowing us to take over their social media channels and site landing pages for 20 minutes.• Without spending one single cent on media, we managed to out-trend everything in Canada, including #BlackFriday• To date, dads have committed to over 100,000 minutes of conversation with their sons about consent, boundaries and respect for women.• The campaign garnered over 170 million media impressions.