Cannes Lions

THE NEWS YOU NEED TO SEE

JOE PUBLIC, Johannesburg / PEOPLE OPPOSING WOMAN ABUSE (POWA) / 2018

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Case Film
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Overview

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Credits

Overview

Description

360 women are abused daily in South Africa. On the 22nd of March 2018, the day after Human Rights Day, we launched a new national newspaper, ‘The Daily Abuse - news you need to see’. It documented real abuse stories of victims from the day before, 360 of them, and brought them into the public eye. Each article, served as a voice for the victim. Each story, an honest account readers had to relive in detail, in order to get the message; that yesterday, on Human Rights Day, 360 women’s rights were abused. And that today, tomorrow, and every day that follows, will be no different. Proving, you can’t turn the page on the daily abuse. It was distributed nationwide and handed out at intersections in city centres. Women of all races and ages, stood firmly against the daily abuse, mimicking streetpoles by holding boards with 360 news headlines.

Execution

The day after Human Rights Day (South Africa) offered the perfect time to launch the campaign, as human rights and their protection would be top of mind, and yet even on Human Rights Day the rights of 360 women were assaulted as they were the victims of gender based violence.

Between 6:30am to 9am, 30 000 copies were distributed nationwide and handed out at main intersections in city centres. Women mimicked street poles by holding boards with 360 news headlines, for several hundred metres leading up to where the newspapers were handed out. Prolific influencers were recruited with a direct drop containing the newspaper, information about the campaign, why it is important and how they can get involved.

The conversation that began at 6:30 on a rainy morning continued for the next 24 hours, supported or spurred by strategically timed interventions from POWA, the infliuencers and the campaign participants.

Outcome

The Daily Abuse made headlines across the country, featured on local online news sites, news TV channels, prominent TV shows, newspaper articles, national radio stations and blogs. The #thedailyabuse trended locally on Twitter for over 24 hours, peaking at number two.

The campaign delivered more than 27 million Opportunities to See and 17 million online impressions. If this were paid for reach, it would have cost R7,6 million (±507 110 euros), so with a very modest budget of R670 000 (± 45 200 Euros), the campaign achieved a combined ROI of 1034%. It successfully achieved a reach of 44 million and an earned media value of R5,3million.

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