I love you, I hit you by Badillo Saatchi & Saatchi Puerto Rico for United Way

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I love you, I hit you

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Industry Public awareness, Against violence
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Puerto Rico
Agency Badillo Saatchi & Saatchi Puerto Rico
Executive Creative Director Juan Carlos Rodríguez Neyra
Typographer Fernando Suarez, Omar Santiago
Released November 2011

Credits & Description

Advertiser: UNITED WAY OF PUERTO RICO
Product/Service: DOMESTIC VIOLENCE AWARENESS
Agency: BADILLO NAZCA SAATCHI & SAATCHI
Executive Creative Director: Juan Carlos Rodríguez (Badillo Nazca Saatchi & Saatchi)
Creative Director: Mariano Germán
Copywriter: Pedro Pérez
Copywriter: Jonathan Díaz
Art Director: Cristina Burckhart
Art Director: Fernando Suárez
Art Director: Omar Santiago
Account Director: Jessica Rivera
Account Director: Julio Semidei
Media placement: Outdoor - Outdoor/Train Stations - 15th November 2011
Describe the objective of the promotion.
To promote the launch of our website Entrepardes.org we wanted to focus the activation on giving abused woman the necessary tools and resources in order to ask for help anonymously.
Describe how the promotion developed from concept to implementation.
We created awareness using a global form of art commonly used to express love: graffiti. Giant stickers using the phrases ‘Ana te amo / Ana I love you’ and ‘María te amo / Maria I love you’ were strategically placed as interventions in places of high pedestrian traffic. Approaching the graffiti uncovered the reality behind the expressions of affection: the letters were composed of an endlessly repeated phrase: ‘I hit you’. The other one hid the message ‘I insult you’. Below the messages, onlookers could make sense of the disturbing graffiti, from a small sign that read: ‘Abuse is hidden’.
Explain why the method of promotion was most relevant to the product or service.
We used stickers emulating graffiti around the city to create the illusion of a lover's message, but in reality, a darker message was hidden. With that method we put the average person through what an abused person goes through.
Describe the success of the promotion with both client and consumer including some quantifiable results.
In the first weeks after the campaign launch, the website received 23,000 visits. 1,900 people requested help directly.