Violence against and oppression of women in Turkey has increased significantly in the last 5 years (2.5 times more women murdered in the last 5 years vs the previous 5 years and more women harassed every day). While these terrible incidents are newsworthy, newspapers, news sites and channels mostly cover what happened, and fall short of proposing a solution or initiating an anti-movement. The third pages of newspapers in Turkey are known for their negative content; murders, and beatings (of women increasingly), all of which unintentionally normalize these type of incidents in the public opinion and create an atmosphere of despair. It would have a transformational impact on the public opinion if a major newspaper gave up on this 3rd page habit, and used it for promoting inspirational success stories of women realizing their dreams, women who stand on their own feet against all odds, motivating more to join in.

• Implementation: One full page ad and 4 full page advertorials on the 3rd page of Sabah that catch people off-guard with their inspiring and positive content, aiming to change people’s opinions about the role of women in public, and show what women are capable of if they have the right means. All content directing women to oncekadin.gov.tr to inform them about the Connect and Re-connect options that Vodafone offers. Testimonial videos of women who have benefited from the program (used oncekadin.gov.tr platform to sell the products that they produce, or restart their career in Vodafone after a long pause)

• Media channels and integration: Newspaper advertorials, social media (Facebook & Instagram video ads, Twitter Video Card), YouTube Trueview & Discovery Ads, top local women websites, and programmatic (Xaxis targeting 16+ women)

• Timeline: March 8-12, 2017

• Scale: Total budget was $92K, $8K under briefed.

•7.2million views and 70% video completion rate in 5 days. (IAB Europe Benchmark 35%)

•Oncekadin.gov.tr website traffic increased 29 fold during the project was on-air for 5 days, and website traffic continued with 45% more traffic on average in March & April after our project ended

•154% increase in applications to the Connect&Re-Connect programs from website after our project was on-air

•483 products produced by the women in the Connect program were sold from the website.

Top 3 items sold

o http://oncekadin.gov.tr/urun-kategori/ahsap-isleri/ahsap-oyma/

o http://oncekadin.gov.tr/urun/200129804/

o http://oncekadin.gov.tr/urun/20005363/

• The Women First (Önce Kadin) initiative by Vodafone is aiming to make Turkey a better place for women to live and work, not just for March 8th, but for good. We have a long way to go, but our project is a step in the right direction for organically created success stories of women covering the 3rd pages of newspapers.