The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2020 One Show - Mobile

Maria's Message

Agency Wunderman Thompson BA / CABA

Client Movistar
BACK TO RESULTS

Annual ID

OS_MO20_027B

About the Work

According to UN studies one out of three women claims to have suffered from gender violence, worldwide. Specialists say that one of the main problems is that they are afraid to report it on time. The objective was to empower women and to encourage them to contact the Government’s assistance line to report gender violence, 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 it sounds in stereo and a complete positive and trivial message is heard. But when you place the mobile phone next to your ear, it sounds in mono and several phrases of the voice message disappear. 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. The same as it happens with gender violence and the self-imposing censorship that victims experience. The campaign took advantage of WhatsApp as a viral media itself and the easiness to share voice messages through mobile phones.