Point Of View Promo BREAK THE SILENCE by McCann Erickson Mumbai

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Industry Against violence
Media Promo & PR
Market India
Agency McCann Erickson Mumbai
Creative Director Basabjit Majumdar, Akshay Kapnadak, Rahul Mathew
Art Director Vallabh Yeolekar, Komal Ranjan
Copywriter Vilsen Gonsalves, Sandeep Iyer
Photographer Amol Jadhav, Rohit Redekar
Account Supervisor Shashank S Lanjekar
Editor Manuel Narsingh
Released December 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: POINT OF VIEW
Date of First Appearance: Dec 24 2010
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Entry URL: www.breakthesilence.in
Executive Chairman/Regional Executive Creative Director/Asia Pacific: Prasoon Joshi (McCann Worldgroup)
Creative Director: Akshay Kapnadak (McCann Worldgroup)
Creative Director: Rahul Mathew (McCann Worldgroup)
Art Director: Komal Ranjan (McCann Worldgroup)
Art Director: Vallabh Yeolekar (McCann Worldgroup)
Copywriter: Vilsen Gonsalves (McCann Worldgroup)
Copywriter: Sandeep Iyer (McCann Worldgroup)
Account Supervisor: Shashank Lanjekar (McCann Worldgroup)
Project Manager: Nishchal Par (McCann Worldgroup)
Project Manager: Megha Khanna (McCann Worldgroup)
Sr. Film Executive: Arkoday Ghosh (McCann Worldgroup)
Creative Coordinator: Meraj Khan (McCann Worldgroup)
Editor: Manuel Narsingh
Photographer: Rohit Redekar
Photographer: Amol Jadhav
Product Fabricator: Tushar Rechwad
Image Retouching: Harshal Pandere (McCann Worldgroup)
Media placement: Teaser Ads - 4 - Free Press Journal - 24 December 2010
Media placement: Teaser Posters - 4 - In And Outside Local Malls, Corporate Offices And Beauty Salons - 24 December 2010
Media placement: Teasers - Web Banners - 4 - Web Banners - 24 December 2010
Media placement: Event Activation - In And Outside Local Malls - 27 December 2010
Media placement: Follow Up Ads - Free Press Journal - 28 December 2010
Media placement: Follow Up Posters - In And Outside Local Malls, Corporate Offices And Beauty Salons - 28 December 2010
Media placement: Facebook - Internet Activation - 24 December 2010
Media placement: Direct Mailers - In And Outside Local Malls, Corporate Offices - 30 December 2010

Describe the objective of the promotion.
Most urban women suffering from domestic violence hide all signs of abuse and suffer silently. Point of View wanted to let them know that speaking out is the only real way to tackle the menace of domestic abuse.

Describe how the promotion developed from concept to implementation.
Most urban women hide domestic violence due to embarrassment. Our aim was to get these women to speak out about the issue, rather than hide it. So we turned to the victim's most sought after refuge, cosmetics. We launched a line of fake cosmetic products and put up posters, press ads and kiosks in malls to advertise these fake products. When women came to the kiosks with the expectation of finding a cosmetic brand, they were educated about ways in which they can fight domestic violence, rather than hide behind cosmetics.

Explain why the method of promotion was most relevant to the product or service.
Most urban women hide the signs of domestic abuse with the use of cosmetics. So we decided to launch four glamourous but fake cosmetic products that ultimately coaxed them to fight back against domestic violence. After all, what better to engage with them than through the very products they sought refuge in.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign created a buzz among educated women, who further pledged their service to the NGO for creating awareness about the cause. The number of distress calls increased by 68% to the helplines provided. The number of abuse victims seeking counseling at our various centres increased by 42%. Various blog posts, a microsite and an exclusive Facebook page became an active centre of discussion. All in all, the activity helped urban women fight back against domestic violence.