2020 Winner

CASE SUMMARY

Challenges and Goals
Every year, more than 30,000 women and children are affected by intimate partner violence in British Columbia, with one woman killed every week in Canada. To help combat this frightening statistic, the non-profit wanted to encourage the public to speak up against acts of gender-based violence and donate to organizations helping victims.

Insights and Strategy
As many people are unaware of what it’s like to be in an abusive relationship, the organization wanted to give them a disturbing first-hand glimpse into the experience.

Execution
During the 16 Days of Activism Against Gender-Based Violence, an interactive transit ad placed the viewer in the shoes of a person experiencing violence by their intimate partner.

At first glance, the ad appeared to be a nondescript apartment door. But as viewers looked through the peephole, they saw an angry man in the hallway, banging on the door and trying to get in. The realistic effect was created by suspending a high-res screen behind the peephole and installing a speaker at the precise point on the door where the man was knocking. At the end of each video loop, text inside the peephole appeared, reading, “You can just walk away. Some women can’t.” A call-to-action drove to an online donation page, and the agency filmed bystander reactions that were compiled into a video and shared online.

Results
The campaign was picked up by TV and radio news outlets across Canada, with the online video receiving over 2 million impressions. Web traffic increased 400% and average donation amounts doubled.

Credits

Executive Creative Director: Ian Grais, Chris Staples
Creative Director: Morgan Tierney, Leia Rogers
Art Director: Leia Rogers
Writer: Morgan Tierney
Producer: Kerry Bhangu, Jillian Arsenault
Production Company: R+D Productions
Studio Artist: Jan Day
Director: Eric Arnold
Camera: Abrie Miller
Tech Lead: Ken Malley
Editor: Leigh O'Neill
Director of Amplification: Darren Yada
Strategist: Aliz Tennant, Spencer Chan
Amplification Coordinator: Samantha Cheng
Printers: Prismtech Graphics
Props: Ken Malley
Account Services: Carrie Panio