Gabriela Duct Tape

Posted by Dan Matutina | 22-06-2008 19:59 | Category: Woman issues

image

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

Digg this story    Add to del.icio.us    StumbleUpon Toolbar Stumble It!


Comments


Great idea but is done before.
See my alltime favourite:
http://osocio.org/message/de_mond_gesnoerd/

Posted by Marc | 22-06-2008 21:27


Yes, I wanted to write just the same. It’s been done before. But still, it’s great!

Posted by dessa | 24-06-2008 12:05

My comment



Comment:






Copyright © 2005-2008 Osocio/Houtlust. Some rights reserved.


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)

Search the non-profit web

Search through Osocio selected websites about social advertising, marketing, fundraising, ngo's and other on topic resources.


Legal stuff

Copyright © 2005-2008 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Powered by

Hosting, Webbuilding:
Onstuimig Interactive Communication