The best of non-profit advertising and marketing for social causes

“Dislike” the sale of women

“Dislike” the sale of women

Back in October I blogged about Israel’s “Woman to Go” campaign against human trafficking. It used live models in an upscale mall storefront to open people’s eyes to the reality of international sex slavery.

The new outreach, which uses the same shop window setup,  is available for viewing on YouTube (embedded above). It shows a man purchasing one of the “Women to Go”.  But to get the full effect you need to go to Dislike Petition’s Channel.


It’s set up as if it were a real business, but note the custom application added beside the familiar Facebook “Like” button:


The idea of lobbying Facebook for a “dilsike” button is hardly new, this campaign is great.

The blog I Believe in Advertising added more detail: “The video was also broadcast on TV channels. This weekend YouTube chose to promote the Dislike Petition on its home page. This resulted in an immediate surge of video views and activations. That same day the video was ‘Spotlighted as the worldwide leading video in the ‘Non Profit and Activism’ YouTube category. As of today, the Dislike Petition is the #1 most discussed and top rated video in the country with more than 10,000 dislikes. “

The Woman to Go campaign site is also worth a visit. (Screencap below).

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv, Israel
Executive Creative Director / Branding: Zeev Ravid
Chief Creative Officer: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Directors: Sagi Blumberg, Roy Cohen, Yariv Twig
Copywriters: Liron Ben-Yacov, Sharon Refael, Oren Meir
Youtube promotion: Guy Dayan
Art Directors: Dan Kashani, Gil Aviyam
Designer / Branding: Gilad Boby
Executive Client Director: Tal Fishbain
Account Supervisor: Yael Yuz
Account Executive: Lia Gat

Woman to Go
Shalmor Avnon Amichay/Y&R Interactive
I Believe in Advertising

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more