EVERY 30 SECONDS by BV McCann Erickson Bucharest for ASSOCIATION FOR THE PROMOTION OF WOMEN IN ROMANIA

EVERY 30 SECONDS

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Industry Charities, Foundations, Volunteers, Against violence
Media Promo & PR, Case study
Market Romania
Agency BV McCann Erickson Bucharest
Photographer Cristian Radu
Strategic Planner Raluca Iacob
Released September 2009

Credits & Description

Category: Best Use of Television
Advertiser: ASSOCIATION FOR THE PROMOTION OF WOMEN IN ROMANIA
Product/Service: DOMESTIC VIOLENCE AWARENESS
Agency: McCANN ERICKSON ROMANIA
Date of First Appearance: Sep 4 2009 12:00AM
Entrant Company: McCANN ERICKSON ROMANIA, Bucharest, ROMANIA
Creative Partner/Regional Entrepreneur: Adrian Botan (McCann Erickson Romania)
Group Account Director: Dana Hogea (McCann Erickson Romania)
Copywriter/Group Creative Director: Catalin Dobre (McCann Erickson Romania)
Senior Art Director: Razvan Chifu (McCann Erickson Romania)
Account Executive: Carmen Marin (McCann Erickson Romania)
Strategic Planner: Raluca Iacob (McCann Erickson Romania)
Media Planning Director: Victor Croitoru (Universal Media)
Audio/Video Producer: Alexandru Platon (McCann Erickson Romania)
Voice Over: Anton Groves (Studio Set)
Sound Engineer: Dan Creimerman (Acustic Multimedia)
Media Account Director: Anca Tanasescu (Universal Media)
Photographer: Cristian Radu
Media placement: TV - Prima TV - 11 March 2010
Media placement: TV - ProTV Timisoara - 30 March 2010
Media placement: TV - ProTV Timisoara - 31 March 2010
Media placement: TV - ProTV Timisoara - 1 April 2010

Results and Effectiveness
What was supposed to be a regular commercial break became an ad for our info line. By bringing statistics to life we made people that usually witness domestic violence scenes react and break the silence by reporting it to our info line. Our message got through. The number of calls reporting cases of domestic violence increased by 101% immediately after the campaign roll out.

Creative Execution
We decided to centre our media solution around the most popular advertising format in Romania, the 30-second TVC. So we inserted short clips showing examples of domestic abuse in a regular commercial break, after every 30-second ad. The Campaign was aired on national and regional channels.

Insights, Strategy & the Idea

The National Authority for Family Protection states that in Romania more than 800,000 women fall victim to domestic violence every year. This means that every 30 seconds a woman is abused. Only 1.5% abuse cases get reported to the police. A lot of people witness scenes of domestic violence. They disapprove strongly of such behaviour but they don’t interfere in any way. Our intended reaction: make people report the domestic violence cases.