Cannes Lions

HELPLINE FOR RAPE VICTIMS

LEO BURNETT SINGAPORE, Singapore / AWARE / 2007

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Outcome

Calls to the helpline increased by 38%, mostly by victims seeking help and advice on rapes committed years before – a testament to the effectiveness of the DM in encouraging once-silent victims to speak out.

One consistent feedback was how many respondents broke down in tears when they received the mailer, and how that emotional connection and sense of being understood gave them the strength they needed to seek help.

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