We wanted to reach the target audience emotionally and directly in order to make them donate. That´s why we used a platform for women only which is called ‘business-mamas.at’: Whenever a woman posted her opinion or her thoughts and feelings, an offensive pop-up appeared which said: ‘Shut up! You got nothing to say!’. When they clicked ‘Accept’ or ‘Decline’, it said: ‘Thousands of women hear things like these every day. Help for suppressive and abusive relationships: Vienna women´s shelters.’ At ‘more information’ you got linked to the website of the women´s shelters in order to donate.

The idea is targeted at women in general. Our main objective was to build awareness that a lot of women in Austria are being suppressed and to increase the donations for the Vienna women’s shelters. The strategy: We let women feel what it´s like to be suppressed.

The idea itself was very cost-saving since we only had to program the pop-up. The outcome was therefore incredibly big: The click-rate on the website of the Vienna women´s shelters rose by 23%. The donations for the organisation increased by 10% within the following month.

We often underestimate the effect of suppression, since the woman´s feelings and not her body gets hurt. This idea doesn´t need to show bruises in order to affect the target group. But it strikes the women in a subtle, yet very direct and effective way. The organisation Vienna women´s shelters is known for its courageous yet classy ads – this idea perfectly fits the brand communication.