Gabriela Duct Tape
Posted by Dan Matutina | 22-06-2008 20:59 | Category: Women's Issues
A small scale ambient idea that really works. No wonder it won bronze at the Cannes Lions 2008! Really nice idea and execution.
Innovative Media Strategy:
Past efforts in encouraging victims of spousal abuse to come forward have often fallen short of expectations. The apparent cause was the media used. Women, who already faced fear and shame in reporting their cases, found the ads on TV, radio and print somewhat distant and intimidating. Hence, the strategy was to bring the ads closer to home, making use of a venue for trivial household concerns.
Creative Execution:
In the Philippines, telephone posts are commonly used as advertising venues for plumbers, electricians, mechanics, and other handymen. By using this space, victims were given the feeling that the problem is an almost everyday concern as normal as a broken pipe, a defective TV and the like and, as such, just as easy to address if only they report it.
Advertiser:
GABRIELA PHILIPPINES
Agency:
DDB DM9 JAYMESYFU, Makati City
Print this article Send this article to a friend Share on:
Twitter
Digg
del.icio.us
Stumble It!
Facebook 
Osocio is proud to publish our 2,000th blog post! The next step is to get 2,000 friends on Facebook. So please give us 
The Big Picture: World Water Day
Follow Osocio at Twitter
