Atzum Task Force on Human Trafficking (TFHT) Promo, Case study WOMEN FOR SALE by Y&R Tel Aviv


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Industry Public awareness
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Director Roy Shalem
Executive Creative Director Tzur Golan
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ATZUM
Date of First Appearance: Oct 19 2010
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Directors: Yariv Twig/ Roy Cohen/ Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive)
Copywriters: Sharon Refael/ Oren Meir/ Liron Ben Yakov (Shalmor Avnon Amichay / Y&R Interactive)
Art Directors: Gil Aviyam/ Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director, Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive)
Designer, Branding: Gilad Boby (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Tal Fishbain (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisors: Yael Yuz/ Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Managers: Lia Gat/ Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive)
Head of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Vered Golan (Shalmor Avnon Amichay / Y&R Interactive)
Planner: Ayelet Esformes (Shalmor Avnon Amichay / Y&R Interactive)
Agency Producers: Marina Akilov/ Shira Robas/ Sigal Nugasy (Shalmor Avnon Amichay / Y&R Interactive)
Production Company: Eyal Naor (EXP)
Director: Roy Shalem
Photography: Eyal Nevo/ Uriel Sinai
Public Relations: Anna Magin (Daniella Ribenbach Communications)
Recording Studios: Shapam/ Soundhouse
Comparison site: (zap)
Media placement: Outdoor Popup Store - Dizengoff Center Tel Aviv - 19 October 2010

Insights, Strategy & the Idea

The Task Force on Human Trafficking wanted to gain support for a law regarding trafficking in Israel, recruit the media and raise awareness. An estimated 3,000 women are living in Israel today having been smuggled into the country and sold and resold while being assaulted, starved and raped. The public isn't aware of what is happening in their back yards, in houses, in yards, streets, flats and hotels. People look the other way. To reach a wide audience we needed the media to pick up on our campaign. We needed to create something controversial, provocative and nonconformist that will make headline news. We wanted to take the issue of women trafficking out of the darkness and place it at the front of the Israeli scene. By portraying objectified women we created the strong emotional response we needed.

Creative Execution
We built a branded pop-up store in one of the busiest shopping centres in Tel Aviv. The women wore price-tags with details. A minisite was created where users could "purchase" women. In-store elements included branded bags, shirts, flyers, price stands, cashier, and wall paper. Calling cards were put on car windows outside the centre inviting people to the store.

Results and Effectiveness
More than 100 countries covered the event: all major media in Israel (Channels 2, 10, 9, newspapers, online news sites, blogs), and all over the world, including 2 different TV items on CNN, Euronews and FOX News. Primarily aimed at 7 million Israelis, the campaign ended up sparking a worldwide debate reaching hundreds of millions. 22,738 people joined the petition. The proposed law is currently being studied by the government. Until it is approved the Task Force will keep the issue in the public eye in any way they can.