Eurobest

EyeMoney

LEO BURNETT, Paris / FEDERATION NATIONALE SOLIDARITE FEMMES / 2023

Film
Film
Film

Overview

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Overview

Background

Economic violence is often the first manifestation of domestic violence: expenditure control, economic blackmail, deprivation of resources. . . they take various forms but remain too little identified and recognized because they are often masked by verbal, psychological, physical, sexual or administrative abuse. The Fédération Nationale Solidarité Femme (FNSF) and its national hotline for women (3919), partnered with us to mobilize and raise awareness of the world’s largest the impact of this type of violence. EyeMoney, the app that embodies economic violence far from the existing campaigns against domestic violence, here it was a question of materializing economic violence, in order to denounce its insidious nature. To this end, we have designed a campaign featuring a fictitious app: EyeMoney. Modern, practical and benevolent in appearance, it offers men in control their spouse’s money and deprive them of their resources with one click.

Execution

The film opens on a man who he is hyper happy to the use of a new phone application that allows, remotely, to manage expenses or purchases. Whether it's validating the purchase of a subscription, groceries or ordering a pizza, everything is simplified with this app. We later discover that it is not their money or their movements that these men manage, but rather the actions and purchases or bank transfers of their wives! Does she need to buy things for her kids ? She has to be very kind with her husband... Does she want offer pizza for the meal... Nope she has to cook, no choice ! She receive a paiement her husband can transfer the money on his account.... This application turns out to be fictitious to denounce economic violence against women.

Outcome

To date, while 22 % of women are victims of economic violence, only 5% are aware of it and are aware of the activities of Solidarité Femme could help them. Demonstrating what economic violence are and how they can take place is also exposing its existence to the general public is a new perception of women abuse. The campaign had an impact on politicians, who themselves were unaware of economic violence and were able to acknowledge their inaction due to a lack of information. The campaign was able to highlight a social fact that many people ignore and to aware consciences.

• Proof of engagement: +848 284 view, +70000 interactions (share, likes, comment) • media results: +20 000 visites on website • Earned media: Néon, La Réclame, Créapills...

BNP National Bank set up a system to produce women's financial interests.

+350% calls in one day to 3919, €130K donations raised.

Similar Campaigns

6 items

EyeMoney

LEO BURNETT, Paris

EyeMoney

2023, FEDERATION NATIONALE SOLIDARITE FEMMES

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