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

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
Released October 2010

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: ATZUM
Product/Service: TASK FORCE ON HUMAN TRAFFICKING
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Directors: Yariv Twig, Roy Cohen, Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriters: Sharon Refael, Oren Meir, Liron Ben Yakov (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Directors: Gil Aviyam, Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director, Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Designer, Branding: Gilad Boby (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Tal Fishbain (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisors: Yael Yuz, Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Managers: Lia Gat, Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Planning: Yoni Lahav, Vered Golan, Ayelet Esformes (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive)
Programming: Roman Rozanov (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Agency Producers: Marina Akilov, Shira Robas, Sigal Nugasy (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Production Company: Eyal Naor (EXP)
Director: Roy Shalem
PR Company: Anna Magin PR
PR Company: (Daniella Ribenbach Communications)
Photography: Eyal Nevo, Uriel Sinai
YouTube artist & producer: Guy Dayan
Actors Agency: Levana Hakim
Media placement: Outdoor Popup Store - Dizengoff 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 in Israel, 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 Dizengoff Center, 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.
A catalog of the women was sent to all Parliament members and opinion leaders in the country.
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 story.

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
To reach a wide audience we needed that the media will pick up on our campaign. We needed to create something controversial 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.
We decided to build our pop-up store in one of the busiest shopping centers in Tel Aviv, a place where millions pass every day. The store wouldn't sell clothes, accessories or shoes – but women.
We decided to really put the subject in front of people's faces buy building our installation in Dizengoff Center (Dizengoff was the first Mayor of Tel Aviv), one of the busiest shopping centers in Tel Aviv, Israel's "flag-ship" city.

Execution
First attempts to find a place failed as public places refused the provocative store. On 4th attempt, Dizengoff Centre, 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 center (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). 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.