Cannes Lions

Interval House

DONERNORTH, Toronto / INTERVAL HOUSE / 2023

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Overview

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Overview

Background

Women in abusive relationships are kept under a close watch, making it difficult for them to have the contact information of an women’s shelter in their possession. We launched a series of campaigns carefully designed to reach them with this information in a safe way.

However, as much of the globe entered lockdown, we had to adapt our approach to address the fact that there were even fewer opportunities for these women to be without their abuser.

Idea

Change was baked into our strategy. We needed to regularly switch up our approach to avoid being outed by the community of abusers.

We approached each campaign by first finding a unique place only women would look.

First, we created a line of tampons that covertly housed the information these women needed in the one place a man would never look.

When the pandemic hit, we launched Escape Abuse, a site that looked like a typical lifestyle blog but when readers tapped the escape button, the information transformed from lifestyle to lifesaving. If their abuser entered the room, simply releasing the button restored the disguise.

Our Bruised Fruit campaign launched during a spike in the pandemic and targeted the one place open during lockdowns – the grocery store. We put crucial information on the produce stickers found on bruised fruit so women could safely bring home the information they needed.

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