Rotaract Club Promo SEXUAL HARASSMENT by Publicis Ambience Mumbai

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SEXUAL HARASSMENT

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Industry Public awareness
Media Promo & PR
Market India
Agency Publicis Ambience Mumbai
Executive Creative Director Tushar Kadam
Art Director Sneha Chavan
Copywriter Reuben Karkaria
Account Supervisor Shruti Bhatt
Illustrator Milind Aglave
Released February 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: ROTARACT CLUB OF MUMBAI SHIVAJI PARK
Product/Service: WOMEN'S WELFARE
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Feb 8 2011
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
Vice Chairman & National Creative Director: Ashish Khazanchi (Publicis Communications)
Executive Creative Director: Tushar Kadam (Publicis Communications)
Senior Creative Director: Shahrukh Irani (Publicis Communications)
Copywriter: Reuben Karkaria (Publicis Communications)
Art Director: Sneha Chavan (Publicis Communications)
: Stock Image (Indiapicture)
Illustrator: Milind Aglave (Publicis Communications)
Account Supervisor: Shruti Bhatt (Publicis Communications)
: Manish Solanki
Media placement: Print Ad - Magazine - 8th February, 2011

Describe the objective of the promotion.
Rotaract Club of Mumbai Shivaji Park wanted to build awareness about the fact that hat sexual harassment often gets past unnoticed.

Describe how the promotion developed from concept to implementation.
We observed that most magazine covers have extremely attractive women on them. So why not use the front cover as it is with the message printed on the back cover. It is only when the reader is holding the magazine in his hands, that the ad comes to life. The person sitting opposite the reader immediately gets the impression that the reader is touching the model inappropriately. And the message on the back cover informed onlookers that, "Sexual harassment could be happening right in front of you."

Explain why the method of promotion was most relevant to the product or service.
The ad was appropriate as the message: "Sexual harassment could be happening right in front of you." used the reader interactively to deliver the message to the person sitting opposite the reader of the magazine.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People sitting opposite the reader instantly realized that sexual harassment is so common at public spaces and at workplace that it often gets past unnoticed.

This innovative idea helped Rotaract Club of Mumbai Shivaji Park receive hundreds of calls for reports, complaints and inquires on sexual harassment.