CHANGING FACE by Ogilvy Cape Town for PROJECT CONCERN INTERNATIONAL

CHANGING FACE

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Industry Against violence
Media Promo & PR
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Christopher Gotz
Photographer Guy Neveling
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PROJECT CONCERN INTERNATIONAL
Product/Service: END VIOLENCE AGAINST WOMEN
Agency: OGILVY CAPE TOWN
Date of First Appearance: Nov 21 2009 12:00AM
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Christopher Gotz (Ogilvy Cape Town)
Creative Director / Writer: Jacques Massardo (Ogilvy Cape Town)
Art Director / Creative Director: Gareth Mcpherson (Ogilvy Cape Town)
Business Director: Sarah Carkeek (Ogilvy Cape Town)
Account Executive: Emma S Walker (Ogilvy Cape Town)
Planner: Kim Solomon (Ogilvy Cape Town)
Art Buyer: Sam Wentzel (Ogilvy Cape Town)
Photographer: Guy Neveling
Retoucher: Lyndon Skibbe (Gleam)
TV Producer: Bronwyn Henry (Ogilvy Cape Town)
Media placement: Outdoor Event - Cape Town Metro - 21/11/09
Media placement: Outdoor Event - Durban Metro - 21/11/09
Media placement: Outside Radio Broadcasts - Cape Metro - 21/11/09
Media placement: Outside Radio Broadcasts - Durban Metro - 21/11/09

Describe the objective of the promotion.
The goal of the campaign was to raise awareness of the attitudes and beliefs that keep violence against women alive at grass roots level and at the same time eradicate the sense of hopelessness that surrounds the problem by making people feel that they can indeed do something to help change the future. We wanted to make them feel that they are not alone in their stand against violence against women and, at the same time, give them a sense of what's possible if we all work together.

Describe how the promotion developed from concept to implementation
Giant outdoor structures depicitng the image of a woman's face were erected. Over the period of sixteen days of activism, material on the structures changed - the woman's face gradually became more bruised. Copylines explained how it is beliefs and attitudes that feed the problem. On the day the face was at its most bruised, events were held beneath the structures, radio stations held outside broadcasts and survivors of violence against women spoke. People stood in the shape of a giant white ribbon and text messaged their willingness to change their beliefs. At the event, material was changed once again. This time the face began to heal.

Describe the success of the promotion with both client and consumer including some quantifiable results
By the end of the campaign 20 096 people had directly taken a stand against violence against women. In addition, 4, 416 691 rands worth additional media was generated via PR. A sense of hope once again surrounds the fight against violence against women and people feel galvanised in their stand.

Explain why the method of promotion was most relevant to the product or service
To help the Networks on Violence Against Women to instill a sense of hope in the communities where they work it was critical to hold events in the communities that were most affected. By forcing these communities to come face to face with the problem of violence against women, we brought the issue to the front of mind and then gave people a platform by which they could act. We gave them the opportunity to take a stand together and take a first important step towards change. With radio stations hosting outside broadcasts from the event, greater audiences were included in the event.