Problem:
Violence Against Women is a serious issue in Malaysia, and many cases go unreported. In a dipstick survey, 100% participants were aware of the issue but 70% felt they can’t offer help as individuals – a common perception for NGOs.
The Star, in support of Women’s Aid Organisation, wanted to use Facebook to create awareness that any individual CAN help end violence against women.
Solution:
When Facebook refreshed Pages, it introduced Featured Photos that highlighted 5 photo thumbnails at the top of the Page. To discourage brands from using the entire space as a big advertising banner, the photos were shuffled every time the page was loaded. But we used this feature in a new way. We created 5 photo thumbnails; 4 of them contained a word each and 1 contained a blank for users to fill in. Every time a user loaded the Facebook Page, the 5 thumbnails would shuffle to tell a different story. One word filled into the blank made all the difference – by changing a story of woe to hope, making it coherent or speeding up help for a victim. One word could make a difference to end violence against women.
These 5 thumbnails had 120 combinations, telling thousands of stories based on words filled into the blank – an incredibly difficult task that made us evaluate hundreds of words to find a set that worked. If users click on a thumbnail, it loaded a bigger photo, and each word is followed by a line that completed it and a call-to-action to seek help from Women’s Aid Organisation. Users could tag themselves on all 5 photos to support the campaign and share it on their profiles.
Results:
Each set of featured photos was able to speak to an audience of 42,349 Facebook users in a different way at ZERO media cost.
And we demonstrated the power of a word and how it could help victims everywhere. Words matter. Speak up and Make a Difference.
Title
ABUSE NEVER COOL SPEAK
Client
THE STAR
Product/Service
WOMAN MATTERS, IN SUPPORT OF WAO
Internet URL
http://www.ideacafe.org/thestar/abusenevercoolspeak.html
Copywriter
NORA ISMAIL
Web Designer/Multimedia Designer
JAVIER ROCHA ROBLES
Client Service
JANET TEO, ELISE CHU, GOH KEL LI, VIC SITHASANAN (STRAT), CHRIS GREENOUGH (STRAT)
Young Creative Award Name
JAVIER ROCHA ROBLES
