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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2021 One Show - Health, Wellness & Pharma

Make Time

Agency TBWA Hunt Lascaris / Johannesburg + Fort / Johannesburg + PHD / Johannesburg + Magna / Johannesburg

Client 1000 Women Trust
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Annual ID

OS_HW21_056M

About the Work

South Africa has always ranked amongst the worst countries when it comes to dealing with gender-based violence. GBV activist group, 1000 Women 1 Voice want to build a future where women feel safe. To achieve that more adults need to make time to teach young men and boys about consent, boundaries and respect. That’s why we built maketime.org.za, a website equipped with age-appropriate talking points that are designed to help adults talk to young boys. Our brief was to make people aware of maketime.org.za. To make adults aware we created something difficult to ignore. A doll that teaches girls to hide abuse. Cover-up Krissy. Through a film and unboxing video this fake toy gave people a glimpse into how horrific the future for young girls could be if we didn’t make time to talk to young boys today. The campaign earned over 12 million rand in free media with an organic reach of over 16 million.