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

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WAKING UP THE NEIGHBOURHOOD

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Fran Luckin
Art Director Renier Zandberg
Copywriter Taryn Scher
Producer Jo Barber
Released May 2010

Credits & Description

Category: Charities
Advertiser: POWA
Product/Service: FEMALE ABUSE PREVENTION
Agency: OGILVY JOHANNESBURG
Date of First Appearance: May 12 2010
Entrant Company: OGILVY JOHANNESBURG, SOUTH AFRICA
Entry URL: http://www.youtube.com/watch?v=BW30WslahMc
Executive Creative Director: Fran Luckin (Ogilvy Johannesburg)
Art Director: Renier Zandberg (Ogilvy Johannesburg)
Group Head: Robyn Bergmann (Ogilvy Johannesburg)
TV Producer: Debbie Dannheisser (Ogilvy Johannesburg)
Copywriter: Taryn Scher (Ogilvy Johannesburg)
Group Head: Catherine Conradie (Ogilvy Johannesburg)
Director/Editor: Jonty Fine (Frieze Films)
Producer: Jo Barber (Frieze Films)
Account Manager: Louise Johnston (Ogilvy Johannesburg)
Marketing Manager: Nonhlanhla Mokwena (POWA)
Sound Director: Jo Anne Darling-Risi (Fr'quency)
Sound Director: Zak Binikos (Fr'quency)
Public Relations: Maja Rode (Ogilvy Johannesburg)
Account Manager: Shera Esmade (Ogilvy Johannesburg)
Strategist: Dianne Springer (Ogilvy Johannesburg)
Media placement: TV - etv, France, Brazil - 29 July onwards
Media placement: newspaper - The Tiems, The Telegraph, Mail & Guardian - 29 July onwards
Media placement: radio - 5fm, Metro FM, Ra - 20 July 2010
Media placement: Blogs - Wykopp, Reddit, JoeMonster, HuffingtonPost ect - 29 June onwards
Media placement: Online - You Tube, Women abuse sites - 21 June onwards
Media placement: Live Stunts 9 - Townhouse in Johannesburg - 10 May 2010
Media placement: Online and Printed Newspapers - The Times, iol, Rapport, HuffingtonPost, Guardian UK, News24 - 29 July onwards
Media placement: Live TV - E News, M-Net, NT1- France, TV-GLOBO Brazil - 12 August 2010

Describe the objective of the promotion.
We used the residents of a typical middle-class neighbourhood in South Africa as unknowing participants in a stunt designed to shock South Africans out of their apathy regarding woman abuse.
Our objective was to confront them with their own implicit tolerance of woman abuse, and force them to realise they are passively contributing to a society that allows 1400 women to be killed a year, because no one is willing to speak against it. We want people to show domestic violence was unacceptable in their community.

Describe how the promotion developed from concept to implementation.
Unbeknown to the residents, we set up an experiment in a middle-class neighbourhood in South Africa. Our aim was to expose the anomaly that people fail to act when they believe domestic violence is happening, but will happily complain over trivial matters. On one night we held a practice drumming session in a quiet town-house complex; on a different night we staged a violent domestic fight with the sounds of screams, smashing glass, punches and slamming doors, to see how the neighbours would respond. We documented the event and created a two-minute mini-documentary, which we sent around virally.

Explain why the method of promotion was most relevant to the product or service.
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 an authentic reflection of the double standard most people demonstrate in that situation.
By sending it viral, high numbers of viewers recognized themselves in those who could help stop the violence, but chose not to. This resulted in a very personal experience about a sad irony that exists in society, confronting them with their passive role in domestic violence.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our stunt demonstrated what we’d set out to prove. We received vehement complaints about the drumming, but on the fight night, we heard nothing.
With no media budget, the once apathetic citizens became advocates for this anti-abuse message spreading it to millions of people. It’s been written about in over 4000 unique articles and blogs, discussed on radio, newspapers and received free flighting on local and international TV. It’s now the second best rated video on YouTube (SA, people and blogs). Calls to POWA increased by 311% with an unprecedented number of men (318%) calling to report suspected woman abuse.