EVERY 30 SECONDS by BV McCann Erickson Bucharest for Romanian Association For Promoting Women's Rights

EVERY 30 SECONDS

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Industry Charities, Foundations, Volunteers, Against violence
Media Radio
Market Romania
Agency BV McCann Erickson Bucharest
Production Acustic Multimedia
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: ASSOCIATION FOR WOMEN PROMOTION IN ROMANIA
Product/Service: REPORTING DOMESTIC VIOLENCE
Agency: McCANN ERICKSON ROMANIA
Scriptwriter: Catalin Dobre
Production Company: ACUSTIC MULTIMEDIA, Bucharest, ROMANIA
Other Credits: Creative Partner/Regional CEE: Adrian Botan; Group Creative Director/Senior Art Director: Razvan Chifu; Account Director: Dana Hogea; Account Executive: Carmen Marin
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: McCANN ERICKSON ROMANIA, Bucharest, ROMANIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
(Another advert) SFX: Sounds of domestic violence (Another advert) SFX: Sounds of domestic violence (Another advert) SFX: Sounds of domestic violence (Another advert) SFX: Sounds of domestic violence ANN: In Romania a woman falls victim of domestic abuse every 30 seconds. Call 0256 293 203 and report the cases you’ve witnessed.

Full script of the ad in the original language
(Another Advert) SFX: Violenta Domestica (Another Advert) SFX: Violenta Domestica (Another Advert) SFX: Violenta Domestica (Another Advert) SFX: Violenta Domestica ANN: In Romania la fiecare 30 de secunde o femeie cade victima violentei domestic. Suna la 0256 293 203 si reclama cazurile la care ai fost martor.

Brief Explanation

The National Authority for Family Protection states that in Romania more than 800,000 women fall victim of domestic violence every year. This means that every 30 seconds a woman is abused. But only 1.5% abuse cases get reported to the police. A lot of people witness scenes of domestic violence. They disapprove strongly of such behaviour but they don’t involve themselves in any way. We wanted to make people report the domestic violence cases, so we inserted short clips showing examples of domestic abuse in a radio commercial break after every 30 second ad. Therefore we transformed it into an ad for our info line.