ADC Awards

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2020 ADC Awards - Interactive

Maria´s Message

Agency Wunderman Thompson BA / CABA

Client Movistar
BACK TO RESULTS

URL

Click to launch

Annual ID

ADC_INT20_010S

About the Work

According to UN studies one out of three women claims to have suffered from gender violence, worldwide. One of the main problems is that they are afraid to report it on time. Therefore, Movistar, decided to develop a campaign in order to report gender violence, to get information, or ask for help by a website tool. So we created, María’s message, a WhatsApp voice message that changes if it is heard aloud or next to your ear. If it is aloud you hear a positive and trivial message. But when you place the mobile phone next to your ear, the meaning changes and all you hear is a request for help. The whole idea goes behind a metaphor: when we listen to someone closely we listen to the truth, as it happens with the self-imposing censorship that gender violence victims experience.