The One Show
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Category
Single Country or Region / Non-Profit / Charity
Annual ID
OS22_CE039M
About the Work
Rape is a part of everyday life in South Africa. With articles of attacks and GBV a daily occurrence in newspapers, it is estimated that 40% of South African women will be raped in their lifetime and only 8.6% of rape perpetrators are convicted.
It’s Rape Crisis’ mission to help empower rape survivors. Whether it’s through their 24hr crisis line, seminars, or by providing information that could lead to a conviction – something as simple as using newspaper instead of a plastic bag to preserve evidence could be the difference.
To demonstrate this, we created an ad that turned an everyday piece of newspaper into a tool to preserve evidence.
Introducing “The Rape Page”.
We used data to identify the most severely affected region, and then flighted the Rape Page in that area’s local newspapers. We then mobilised prominent influencers, online women groups and publications to spread the message online. Within moments the news had spread, and the Rape Page was being organically shared by celebrities and officials. Hours later it was on national radio stations, giving the issue the airtime is deserved and for the first time, the headlines went in favour of women across South Africa.
It’s Rape Crisis’ mission to help empower rape survivors. Whether it’s through their 24hr crisis line, seminars, or by providing information that could lead to a conviction – something as simple as using newspaper instead of a plastic bag to preserve evidence could be the difference.
To demonstrate this, we created an ad that turned an everyday piece of newspaper into a tool to preserve evidence.
Introducing “The Rape Page”.
We used data to identify the most severely affected region, and then flighted the Rape Page in that area’s local newspapers. We then mobilised prominent influencers, online women groups and publications to spread the message online. Within moments the news had spread, and the Rape Page was being organically shared by celebrities and officials. Hours later it was on national radio stations, giving the issue the airtime is deserved and for the first time, the headlines went in favour of women across South Africa.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy South Africa / Cape Town
Client
Kathleen Dey
Zeenat Hendricks
Art Director
Karen Vermuelen
Riaan van Wyk
Ryan Barkhuizen
Copywriter
Alex Goldberg
Chief Creative Officer
Pete Case
Creative Director
Alex Goldberg
Mike Martin
Executive Creative Director
Camilla Clerke
Tseliso Rangaka
Associate Creative Director
Riaan van Wyk
Account Team
Heather Andrews
Associate Executive Creative Director
Nicholas Wittenberg
PR
Lameez Mohd
Bulelani Ngcauzele
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