JHHESA (JOHNS HOPKINS HEALTH AND EDUCATION SOUTH AFRICA Outdoor, Case study SHED LIGHT ON RAPE by Joe Public

SHED LIGHT ON RAPE

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market South Africa
Agency Joe Public
Executive Creative Director Xolisa Dyeshana
Creative Director Adam Weber
Art Director Archie Malinga
Copywriter Gert Laubscher
Producer Ayanda Tshabalala
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Outdoor Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Outdoor
Advertiser: JHHESA
Product/Service: BROTHERS FOR LIFE
Agency: JOE PUBLIC Johannesburg, SOUTH AFRICA
Account Manager: Samantha Samuels (Joe Public)
Account Manager: Samantha Tame (Joe Public)
Producer: Ayanda Tshabalala (Joe Public)
Copywriter: Gert Laubscher (Joe Public)
Art Director: Archie Malinga (Joe Public)
Creative Director: Adam Weber (Joe Public)
Executive Creative Director: Xolisa Dyeshana (Joe Public)
Chief Creative Director: Pepe Marais (Joe Public)

Results and Effectiveness

Stats will only be released by SAPS (South African Police Service) and STATSA in 2014 announcing sexual abuse and rape charges in the areas we targeted.
However, since the campaign has started, women in the communities targeted have said that they feel a lot safer walking home and are not afraid to walk in places they before feared. Which essentially is the goal for this communication.

Creative Execution

The idea that a simple poster can light the way home for women walking in dark areas, where they are most vulnerable to rape, seems like something impossible. Nitesight, our media partners on this project, were given the challenge to help create glow in the dark posters that can glow long enough and bright enough to light up dark areas. They then created a poster than holds maximum light retention from the sun so that it can glow up to 8 hours long at night. Through the help of the authorities, extensive research was done as to where the rape hot spots in Gauteng are, and made sure that these areas that have enough sunlight in the day so it allows glow for the night. The glow in the dark posters combined with the perfect locations made this project a media success.

Insights, Strategy and the Idea

Problem
In South Africa every 4 minutes a woman is raped. What is most frightening is that this figure excludes the more than 70% of rapes not reported.
Strategy
Create a poster that not only encourages women to talk about rape, but actually lessens the chances of them becoming victims of rape.
Idea
Creat glow in the dark posters and placed them along the darkest, dingiest routes where woman walk home from work at night, where they are most vulnerable to rape.
During the day our posters encouraged them to talk about rape. While at night they would glow bright enough to lead them home safely.