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

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Atzum Task Force on Human Trafficking: WOMEN FOR SALE

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Industry Public awareness
Media Promo & PR
Market Israel
Agency Y&R Tel Aviv
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 June 2011

Awards

Cannes Lions 2011
PR Lions Best Integrated Campaign Led by PR Bronze
PR Lions Best Use of Live Events, Stunts and or Celebrity Endorsement Bronze

Credits & Description

Type of Entry: Best Campaign
Category: Best Integrated Campaign Led by PR
Advertiser/Client: ATZUM
Product/Service: TASK FORCE ON HUMAN TRAFFICKING
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
PR/Advertising Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL

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/Roy Shalem (EXP)
Photography: Eyal Nevo/Uriel Sinai ()
PR: Anna Magin PR (Daniella Ribenbach Communications)
Recording Studios: (Shapam / Soundhouse)
YouTube Artist & Producer: Guy Dayan ()
Comparison Site: (zap)

Describe the campaign/entry:
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 No.1 comparison 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.
Describe the brief from the client:
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.
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.
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 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). 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).
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 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 Center (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.