Dubai Foundation for Women & Children (DFWAC) Film, Digital Stop Tapping by Fortune Promoseven Dubai

Stop Tapping

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Industry Charities, Foundations, Volunteers, Against violence
Media Film, Digital, Interactive & Mobile
Market United Arab Emirates
Agency Fortune Promoseven Dubai
Released May 2017

Credits & Description

Category: Public Interest, NGO
Media: Digital
Brand: Foundation for Women and Children
Agency: FP7
Geo: United Arab Emirates
Advertising Agency: FP7/McCann, Dubai, United Arab Emirates
Published: May 2017
Description: Physically abusing a woman is prohibited in every religion. Yet, it happens.
In Islam, men have been found misuse phrases from religion as a justification for domestic violence; such as “If you want your wife’s attention, you may get it with a light tap.” (Religious verse in Islam)
If even a tap hurts one’s wife, it is not acceptable, because Islam commands men to be kind and compassionate to women, and if they hurt a woman, it is said to be hurting God.
But men misuse the ‘light tap’ as a justification for physical domestic abuse as those light taps escalate and cause serious harm to women.
We turned the “Tap” feature of Instagram Stories into a tool against domestic abuse. And showed men that what they misused as a ‘light tap’ was actually domestic abuse.
Through a woman’s profile, we followed men as they were drawn to visit her profile on Instagram (@lifeof_farah) and uncover her Instagram story by tapping on the Play button.
Then, as they tapped through her Instagram story, they saw how a light tap can escalate.