WAKING UP THE NEIGHBOURHOOD by Ogilvy Johannesburg for People Opposing Women Abuse (POWA)

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Fran Luckin
Art Director Robyn Bergmann, Renier Zandberg
Copywriter Catherine Conradie, Tarryn Scher
Producer Jo Barber
Released November 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: POWA
Date of First Appearance: Nov 9 2010
Entry URL: http://www.youtube.com/watch?v=BW30WslahMc
Executive Creative Director: Fran Luckin (Ogilvy)
Art Director: Renier Zandberg (Ogilvy)
Art Director: Robyn Bergmann (Ogilvy)
Copywriter: Catherine Conradie (Ogilvy)
Copywriter: Tarryn Scher (Ogilvy)
TV Producer: Debbie Dannheisser (Ogilvy)
Director/Editor: Jonty Fine (Frieze Films)
Producer: Jo Barber (Frieze Films)
Sound Engineer: Jo Anne Darling-Risi (Fr'quency)
Sound Engineer: Zak Blinikos (Fr'quency)
Group Head: Catherine Conradie
Group Head: Robyn Bergman
Media placement: Live Stunts - Townhouse In Johannesburg - 9, 10 May 2010
Media placement: Online - You Tube, Women Abuse Sites - 21 June Onwards
Media placement: Radio - 5fm, Metro FM, 702, SAFM, RADIO 2000 - 20 July 2010 Onwards
Media placement: Blogs - Wykopp, Reddit, JoeMonster - 29 June Onwards
Media placement: Online And Printed Newspapers - The Times, Iol, Rapport, HuffingtonPost, Guardian UK, News24 - 29 July Onwards
Media placement: Live TV - M-NET, E-News, NT1- France, TV-GLOBO Brazil - 12 August 2010 Onwards

Insights, Strategy & the Idea
1400 South African women are killed by their partners each year, in an epidemic of violence that affects all strata of our society. Why do abusers get away with it? Because nobody reports it.
For the same budget as a typical anti-abuse poster campaign, we wanted something more impactful that would bring the message home. Literally.
By simulating domestic violence where it happens, in ‘normal‘ middle-class suburbs, we created a real reflection of the apathy most people demonstrate in that situation. The authenticity of the situation gave the experiment its impact.
Viewers recognized themselves in those who could have helped stop the violence and chose not to. This resulted in a very personal experience of a sad irony that exists in society and allowed the message to spread virally.

Creative Execution
We used the residents of a typical middle-class neighbourhood in South Africa as unknowing participants in a stunt designed to wake South Africans up to their apathy.

Our aim was to expose the anomaly that people fail to act when they believe domestic violence is happening, but will quite happily complain over trivial matters.

On one night we set up a musician on a drum set in a Johannesburg apartment-complex. Within minutes, angry neighbours arrived at the doorstep and handed him a written warning.
On a different night we staged a violent domestic dispute -- complete with sounds of glasses smashing, a woman's screams and slamming doors. Yet none of the neighbours responded or called the cops.
We secretly documented the experiment and sent it out virally, giving people the opportunity to pass the message on, creating a sense of personal advocacy and giving the message widespread direct and indirect reach.

Results and Effectiveness
The stunt proved what we’d set out to demonstrate. South Africans would rather ignore domestic violence - but will quite happily complain about trivial matters.
Without spending on media, millions of people saw the stunt or heard about it through viral platforms, on TV, radio or read about it in local and international media. From former apathy, thousands turned to became advocates for POWA spreading the message, with over 4000 unique blogs and websites, a top rating on YouTube. Calls to POWA increased by 311%, with an unprecedented number of men (318%) reporting suspected abuse.