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The World's Strongest Women
Agency In the Company of Huskies / Dublin + Allianz p.l.c / Dublin + Absolute Post / London + Rattling Stick / London
Category
Television & VOD / Long Form - Single
Annual ID
OS22_FI057M
About the Work
In 2020, as Covid-19 cases skyrocketed, so too did another hidden pandemic. Domestic violence soared by 43% in Ireland.
Homes may have been protected, but the people inside them certainly weren’t, inspiring Allianz Insurance to launch a three year partnership with Women’s Aid.
The brief was clear: encourage both women experiencing domestic abuse and bystanders to have life-saving conversations. However, with all the shame around the issue, this was going to be tough.
We needed to break the stigma.
Step one was in-depth research with survivors. While every story of abuse was different - from physical to financial - a clear pattern emerged: the incredible strength of these women.
But how would people ever see this strength, if they only ever see these women as helpless and broken in the media?
How would these women ever see it in themselves?
So we decided to flip the narrative.
And introduce ‘The World’s Strongest Women’.
We launched with a powerful film. To instantly associate these women with strength, we borrowed from a sphere synonymous with it - sports. We watch them stretch, flex and squat with confidence.
Then we pulled the rug.
And revealed that each maneuver was in fact an incredible act of survival. A squat against the door to keep a violent perpetrator out. A stretch to hide money in a financially abusive relationship.
Domestic abuse is complex. Not every woman can just ‘go’, so we made sure leaving wasn’t the only indicator of courage. Calling Women’s Aid, or just staying safe, often takes even more strength.
The results were amazing. In two months, 6,558 of the World’s Strongest Women called the helpline. Another 88,196 visited the website (up 282%).
By stamping out the shame, we helped start thousands of life-saving conversations and reminded women - you are stronger than you think.
Homes may have been protected, but the people inside them certainly weren’t, inspiring Allianz Insurance to launch a three year partnership with Women’s Aid.
The brief was clear: encourage both women experiencing domestic abuse and bystanders to have life-saving conversations. However, with all the shame around the issue, this was going to be tough.
We needed to break the stigma.
Step one was in-depth research with survivors. While every story of abuse was different - from physical to financial - a clear pattern emerged: the incredible strength of these women.
But how would people ever see this strength, if they only ever see these women as helpless and broken in the media?
How would these women ever see it in themselves?
So we decided to flip the narrative.
And introduce ‘The World’s Strongest Women’.
We launched with a powerful film. To instantly associate these women with strength, we borrowed from a sphere synonymous with it - sports. We watch them stretch, flex and squat with confidence.
Then we pulled the rug.
And revealed that each maneuver was in fact an incredible act of survival. A squat against the door to keep a violent perpetrator out. A stretch to hide money in a financially abusive relationship.
Domestic abuse is complex. Not every woman can just ‘go’, so we made sure leaving wasn’t the only indicator of courage. Calling Women’s Aid, or just staying safe, often takes even more strength.
The results were amazing. In two months, 6,558 of the World’s Strongest Women called the helpline. Another 88,196 visited the website (up 282%).
By stamping out the shame, we helped start thousands of life-saving conversations and reminded women - you are stronger than you think.
2022 Awards
Total Points: 3
Merit
Credits
Agency
In the Company of Huskies / Dublin
Client / Brand
Allianz p.l.c / Dublin
Women's Aid / Dublin
Production Company
Rattling Stick / London
Post Production Company
Absolute Post / London
Art Director
Laura Rice
Copywriter
Aoife McCleary
Designer
Gavin Feiritéar
Nicole McMahon
Director
Fern Berresford
Director of Photography
Murren Tullett
Editor
Rebecca Luff
Executive Creative Director
Damian Hanley
Executive Producer
Johnnie Frankel
Josie Juneau
Sally Heath
Music Supervisor
Mal Dicen
Sound Designer
Parv Thind
Strategist
Niamh Murphy
Account Director
Kritika Verma
Account Executive
Chloe Bates
2D Artist
Ben Robards
Client Services Director
Sarah Deeny
Colour
Juliette Wileman
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