WOMEN FOR SALE by Y&R Tel Aviv for Atzum Task Force on Human Trafficking (TFHT)

WOMEN FOR SALE

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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
Creative Director Yariv Twig, Sagi Blumberg, Roy Cohen
Art Director Dan Kashani, Gil Aviyam
Copywriter Oren Meir, Sharon Refael, Liron Ben Yakov
Account Supervisor Yael Yuz, Amichay Kattan
Released October 2010

Credits & Description

Category: Public Affairs
Advertiser: ATZUM
Product/Service: TASK FORCE ON HUMAN TRAFFICKING
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Director: Yariv Twig, Roy Cohen, Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive)
Copywriter: Sharon Refael, Oren Meir, Liron Ben Yakov (Shalmor Avnon Amichay / Y&R Interactive)
Art Director: 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 Supervisor: Yael Yuz, Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Manager: 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 Producer: Marina Akilov, Shira Robas, Sigal Nugasy (Shalmor Avnon Amichay / Y&R Interactive)
Production Company: Eyal Naor (EXP)
Director: Roy Shalem (EXP)
Photography: Eyal Nevo, Uriel Sinai
PR: Anna Magin PR (Daniella Ribenbach Communications)
Recording Studios: (Shapam, Soundhouse)
Media placement: Outdoor Popup Store - Dizengof Center Tel Aviv - 19 October 2010

Summary of the Campaign
The Task Force on Human Trafficking wanted to gain support for a law regarding prostitution, recruit the media and raise awareness to the problem in the public eye. The goal was to take trafficking from the darkness and place it at the front of the Israeli scene.
A branded store, "WomanToGo" offered women for sale in one of the busiest shopping centers in Tel-Aviv. The women wore price-tags with details and measures.
A minisite was created where users could "purchase" women. In addition, we collaborated with the #1comparison site, zap.co.il, and created a new category: "Women Comparisons".
A catalog of the women was sent to all Parliament members and opinion leaders in the country.
A "Dislike Petition" was launched on YouTube.
The campaign, primarily aimed at 7 million Israeli citizens ended up sparking a worldwide debate reaching hundreds of millions of people. More than 100 countries covered the event.

The Situation
Atzum is a non-profit organization that fights against women trafficking. 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. At the same time a law proposal regarding women trafficking and prostitution was submitted to the government and the Task Force wanted to get people to sign a petition calling on the Israeli government to pass the bill. The essence of the communication process was a public relations event that will create great coverage and emotions out in the open.

The Goal
The Task Force on Human Trafficking wanted to raise awareness to the problem of women trafficking. The goal was to take trafficking from the darkness and place it at the front of the Israeli scene. Get support for the law proposal. Make sure that the event will be covered by all media channels – national and international. The target audience was all citizens in the country but especially media channels, politicians and public opinion leaders.

The Strategy
Create an integrated controversial and emotional campaign that will reach as many people as possible via many different platforms: LIVE event, minisite, collaboration with ZAP comparison site, Catalog to parliament and opinion leaders, Youtube Dislike Petition and Guerilla activities.
Without advertising we wanted to reach a wide audience and so we worked in order for the media will pick up on our campaign. We needed to create something controversial that will make headline news and take the issue of women trafficking out of the darkness and place it at the front of the Israeli scene. We decided to build our store in Dizengoff Centre (named after the first mayor of Tel Aviv) in Tel Aviv, Israel's "flag-ship" city, a place where millions pass every day. The store wouldn't sell clothes, accessories or shoes – but women.

Execution
First attempts to find a place failed as public places refused the provocative store. On 4th attempt, Dizengoff Center, agreed.
A store is available for a limited time – we have 10 days for production. 15-18 Sept - PR message (Heb, Eng, Rus) sent to all media, national and international (document #1+2). Media invited to cover (document #3+4). Radio spots aired on radio stations (Folder 1 in CD).19 Sept – Day of installation. Calling cards on car windows around the centre (Folder 2 in CD).
Audio played in center's address system (Folder 3 in CD). Minisite where people could sign the petition (#10-13). First photographs of installation sent to media. Follow up PR sent to reporters + more photos and info (document #5+6). 24 Sept –PR message about continuation in Zap.co.il. (document #7-9). Dislike Petition on YouTube (#14+15). Catalogue sent to parliament members and leading opinion (catalogue in folder + document #16-22)

Documented Results
More than 100 countries covered the event, starting with all major media channels in Israel (Channels 2, 10, 9, newspapers, online news sites, blogs), and continued all over the world, including two different TV items on CNN, Euronews and FOX News. The installation aroused huge amount of publicity both in Israel and around the world. Primarily aimed at 7 million Israeli citizens, the campaign ended up sparking a worldwide debate reaching hundreds of millions of people (see Folder 5 on CD). 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.