Casa Protegida Julia De Burgos: HIDDEN MESSAGES by Grey San Juan for Casa Protegida Julia De Burgos

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Casa Protegida Julia De Burgos: HIDDEN MESSAGES

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Industry Public awareness, Against violence
Media Promo & PR
Market Puerto Rico
Agency Grey San Juan
Creative Director Alejandro Aguilera
Art Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma
Released June 2011

Awards

Cannes Lions 2011
Media Lions Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser/Client: CASA PROTEGIDA JULIA DE BURGOS
Product/Service: SHELTER FOR ABUSED WOMEN
Entrant Company: GREY PUERTO RICO Hato Rey, PUERTO RICO
Advertising Agency: GREY PUERTO RICO Hato Rey, PUERTO RICO

Creative Director: Alejandro Aguilera (Grey)
Art Director: Carlos Díaz (Grey)

Results and Effectiveness:
As a result of the campaign, the Casa Protegida Julia de Burgos received a 60% increase in calls from abused women.
Creative Execution:
Creative Strategic Solution: To prevent putting women at risk, the logo of the Women Shelter was not placed in the print ads and the message appeared “undercover” so they can take action and look for help without being noticed. We imitated typical horoscope, perfume and retail ads and filtered our message in the content of the ads.
Insights, Strategy and the Idea:
Many abused women don't seek help because they don't want their abusers to notice they are looking for such aid and support. Since 59% of abused women are 20-34 and mostly housewives, we focused our efforts in their hobbies and interests, such as cooking and horoscopes, among others. CASA PROTEGIDA JULIA DE BURGOS needed a campaign where they could reach women and at the same time remain unnoticed by men.

Relevance: Women were able to keep the ads without fear from their abusers since not even the logo of CASA PROTEGIDA JULIA DE BURGOS appears on the ad.
The women’s shelter CASA PROTEGIDA JULIA DE BURGOS received an increase in call and they were able to assist more women.