Home Office Print IF YOU COULD SEE YOURSELF...? by Y&R London

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Industry Public Safety, Health & Hygiene, Against violence
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Y&R London
Executive Creative Director Toby Talbot
Creative Richard Barrett, James Manning
Released March 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: HOME OFFICE
Agency: RKCR/Y&R
Executive Creative Director: Toby Talbot (RKCR/Y&R)
Creative: James Manning (RKCR/Y&R)
Business Director: Nick Fokes (RKCR/Y&R)
Creative: Richard Barrett (RKCR/Y&R)
Media placement: TV campaign – 1 x 30” - C4 Digital, Sky, UKTV, ITV2, Five dig - 5th March 2012
Media placement: Cinema campaign – 1x 30”, 1x 60” - 30” aired in 234 screens UK wide. 60” aired in 103 screens UK wide - 5th March 2012
Media placement: Digital Banners and online partnerships - Google, YouTube, Yahoo, Facebook, Bing, Windows Live, Student Room, Spotify, - 5th March 2012

Describe the objective of the promotion.
33% of girls and 16% of boys have experienced sexual violence from a partner. Rape committed by an acquaintance or friend has seen the largest year on year increase, up 49%, representing 25% of all rapes. Worryingly, 13-18 year olds view abuse within relationships and peer groups as normal and/or something you put up with.

Our challenge was to reduce these incidences within relationships and peer groups by challenging teen perceptions that this behaviour is normal and acceptable.

But teenagers are notoriously sceptical and disregard authority. They are most likely to listen only to their peer group and themselves.

Describe how the promotion developed from concept to implementation.
We made them realise what rape is, by confronting them with a targeted TV commercial. We used a reflective creative device where the male character sees his behaviour from behind a glass wall and is horrified.

Long format versions also ran in cinemas. Digital banners supported the TV creative and other online vehicles such as Spotify and MSN messenger continued the victim’s story. The website provided a place where teens could learn everything they needed. For the first time they had an outlet for their concerns and questions. They could also talk to an advisor if they needed to.

Explain why the method of promotion was most relevant to the product or service.
The creative device worked as a clear metaphor for unspoken reflection on the boy’s part and further sought to prompt male teens to reflect on their own perceptions of rape. Research confirmed that this was a highly engaging
and relevant way to communicate with the target. The final endline ‘If you could see yourself, would you see
rape?’ created a sense of relevance and was a direct invitation for the audience to confront their perceptions and respond in some way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Formal results are due in May, but initial response to the campaign has been phenomenal. Tracking results showed, 70% of 13-18s recalled seeing the campaign, 78% agreed it gave them a better understanding of what rape is and 72% said the campaign made them more like to refuse sexual activity if they didn’t want it. The launch, spear-headed by the Deputy Prime Minister, generated PR coverage reaching an audience of around 32 million. The site received 5,882 visits on the day of launch (223,989 a month later) and comments posted to the site have reached their thousands. Dwell time on the site is approx. 3 minutes, with visitors viewing 3.5 pages each time as they explore the content. The video has been viewed over 375,700 online. Importantly, almost all young people agree that it has changed their perceptions about rape.