Brand Experience and Activation > Use of Promo & Activation
GPS
GREY MEXICO, Mexico City / AMNESTY INTERNATIONAL / 2012
Overview
Credits
Overview
ClientBriefOrObjective
The problem: 4 out of every 10 women are mistreated every day. Verbal abuse destroys their self-esteem and takes away their freedom. People need to know, and we need people to take action, to achieve harsher laws and fewer mistreated women. That was what Amnesty International asked us to do.
Effectiveness
The results. 4,000 signatures in 10 days, 4,000 signatures closer to changing the laws and strengthening their implementation. Helping women take back their dignity.
Implementation
The idea: Making people witness a verbal abuse, with the help of 10 female taxi drivers and a modified GPS. We modified a GPS with a voice that gave directions offensively to the female driver.
Relevancy
The passengers were shocked when they got out of the cab and a flyer explained them that they had witnessed an abuse, asking for their support to stop the abuse with signatures and entering Amnesty’s website.
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