Cannes Lions

CASA BLU

WEBSTYLER, Bucharest / SENSIBLU FOUNDATION / 2010

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Casa Blu is a shelter for abused women.Challenge: bring domestic violence on public agenda in a country where this subject is taboo, during the 16 campaign (The Global Movement to End Violence against Women).Insight: Most abused women don't leave their violent partners as they think it’s better for a child to grow with both parents, ignoring the effects of growing up in a violent environment.Approach: Tell people that every wound on a mother’s body is a permanent scar in her child’s mind.Solution: We re-wrote Cinderella’s story as seen by a child affected by domestic violence.

We challenged people to get back the real story: at every 5.000 visitors, a piece of the ‘wrong story’ changed back into the real story.Results: In the first 2 months from launching, more than 70.000 people followed the link and spread it, and more than 50.000 personal pages (blogs, social networks, forums) linked to campaign's website, www.nuepoveste.roThe GoalBring the subject of domestic violence on women on the public agenda by creating a memorable and engaging experience in the online environment.

Bring 40.000 people to visit the website of the campaign, www.nuepoveste.ro.Target audience: abused women (married with children); people who know or heard about abused women or domestic violence situations; people who have the tools and will to spread the campaign message.ResultsMore than 45.000 people visited the campaign web site during the . More than 60.000 in 1 month. People are still visiting the web site today.27.000 web site pages linked to our web site!Free sustaining banners installed by people generated more than 203.000 views in 1 month.300 people used the 'Cinderella' avatar.More than 60 bloggers and 14 news sites wrote about the campaign, linking to the website.

1200 people came from Twitter.More than 800 people joined the Facebook cause in 1 month.3800 people downloaded form the website detailed PDF documents about domestic violence issues (statistics, behaviours etc).ExecutionNovember 25th: we launched the website www.nuepoveste.ro (URL translation: This is Not A Story) with the 'violent story' of Cinderella, narrated by an 11 year old child.We spread the word fast from the first day mainly through Twitter and video platforms where we published teasing pieces of the story.2 days later, a very successful avatar was launched, representing Cinderella crying. People took it and used it on Twitter, Facebook, Yahoo Messenger and forums.People were invited to take from the web site creative banners to promote the campaign on their personal pages (blogs, sites, forums, social network profiles).The subject was open for discussion on some of the most important forums in Romania, being a big traffic source.On december 6th, we launched the Facebook cause: 'Domestic violence is not a story.' Call to action: Tell everyone and change the story.The SituationCasa Blu is a shelter which encourages abused women to start a new life by showing them they do have alternatives.6400 cases of domestic violence were registered to the authorities in the first 6 month of 2009.Against any popular beliefs, more than 50% of these cases happened in families with average incomes.46 of these abused women died.In 2008, the rate of registered domestic violence cases grew by 31,3% than 2007.The StrategyInsight: Most abused women don’t leave their partners as they think it’s better for the child to grow with both parents, ignoring the effects of growing up in a violent environment.Approach: Tell people that every wound on a mother’s body is a permanent scar in her child’s mind.Solution: We re-wrote Cinderella’s story as seen by a child affected by domestic violence. We challenged people to get the child back the real story: at every 5.000 visitors, a piece of the ‘wrong story’ changed back into the real story.

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