Charities, Public Health, Safety & Public Awareness Messages

Silver
CAMPAIGN
#EndAcidSale
AGENCY
Ogilvy & Mather
CLIENT
Make Love Not Scars
BRAND
Make Love Not Scars
DETAILS
Most effectiveness cases work towards improving businesses. Here’s one that’s working to put something out of business. Open sale of acid. The real problem was that business was very good. 
 
Make Love Not Scars (MLNS), an NGO dedicated to providing recovery and rehabilitation to acid attack victims had a goal – To prevent acid attacks from happening in the first place. The key was to deny free access to acid. The task was to put ‘acid’ out of business. 
 
The way to achieve that was to create a groundswell of people who would file a petition in the Supreme Court requesting an ‘end to acid sale’. 

We had absolute zero budgets. It meant no television commercials, no celebrities, no activation, no event or paid PR coverage. 

The ‘internet’ was our only option. 

Given that 90% of acid attack victims were women (source: client data), we knew they would be the most empathetic to our cause and might even evangelise it. We decided to reach out to ‘women online’. 

We tried to understand what women organically searched online. One of the most searched things by women online is ‘Do it yourself Beauty Videos’. (more in campaign execution)

We realised we had hit upon an idea. 

We approached MLNS the NGO and found the real hero of our campaign – Reshma, a young 18 year old from Mumbai, attacked cruelly in 2014 by her brother-in-law. 

She agreed to be a part of this initiative. Thus was born ‘Beauty Tips by Reshma’. A beauty video log on YouTube. 3 videos on 3 different beauty tips. 

These videos worked how we intended them to. Lakhs signed the petition. Despite zero budgets, we managed to garner support from an unprecedented number of people to be able to file a petition in the Supreme Court to enforce a ban on acid sale.
CAMPAIGN
The Anti-Abuse Soundcheck
AGENCY
Dentsu Plus
CLIENT
Foundation for Women
BRAND
Foundation for Women
DETAILS
In Thailand, violence towards women and children is on the rise.

Foundation For Women came up with an innovative approach to address this issue -encouraging people to monitor their own communities and report issues. We asked Major Cineplex –Thailand’s most popular cinema chain– to transform their routine sound-check into “The voices of violence” – a 360 degree aural projection mimicking the sounds of abuse.

In this way, we communicated the idea that this kind of violence is all around and -if heard- should be reported by calling our 1300 Hotline.
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