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案例简介：见解、战略和想法: 许多受虐待的妇女不寻求帮助，因为她们不想让施虐者注意到她们正在寻求这种援助和支持。由于 59% 的受虐妇女是 20-34 岁，而且大部分是家庭主妇，我们把精力集中在她们的爱好和兴趣上，如烹饪和占星术等。卡萨 PROTEGIDA JULIA DE BURGOS 需要一场运动，让他们能够接触到女性，同时不受男性的关注。相关性: 女性能够在不受虐待者恐惧的情况下保留广告，因为广告上甚至没有 CASA PROTEGIDA JULIA DE BURGOS 的标志。妇女庇护所 CASA PROTEGIDA JULIA DE BURGOS 接到的电话增加了，她们能够帮助更多的妇女。 创意执行: 创造性的战略解决方案: 防止将妇女置于危险之中, 妇女庇护所的标志没有放在印刷广告中，信息显示为 “卧底”，这样他们就可以采取行动寻求帮助，而不会被注意到。我们模仿典型的星座运势、香水和零售广告，并在广告内容中过滤我们的信息。 结果和有效性: 运动的结果是，卡萨抗议者朱莉娅 · 德 · 布尔戈斯接到受虐妇女的电话增加 60%。
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案例简介：Insights, Strategy and the Idea: Many abused women don't seek help because they don't want their abusers to notice they are looking for such aid and support. Since 59% of abused women are 20-34 and mostly housewives, we focused our efforts in their hobbies and interests, such as cooking and horoscopes, among others. CASA PROTEGIDA JULIA DE BURGOS needed a campaign where they could reach women and at the same time remain unnoticed by men. Relevance: Women were able to keep the ads without fear from their abusers since not even the logo of CASA PROTEGIDA JULIA DE BURGOS appears on the ad. The women’s shelter CASA PROTEGIDA JULIA DE BURGOS received an increase in call and they were able to assist more women. Creative Execution: Creative Strategic Solution: To prevent putting women at risk, the logo of the Women Shelter was not placed in the print ads and the message appeared “undercover” so they can take action and look for help without being noticed. We imitated typical horoscope, perfume and retail ads and filtered our message in the content of the ads. Results and Effectiveness: As a result of the campaign, the Casa Protegida Julia de Burgos received a 60% increase in calls from abused women.
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案例简介：见解、战略和想法: 许多受虐待的妇女不寻求帮助，因为她们不想让施虐者注意到她们正在寻求这种援助和支持。由于 59% 的受虐妇女是 20-34 岁，而且大部分是家庭主妇，我们把精力集中在她们的爱好和兴趣上，如烹饪和占星术等。卡萨 PROTEGIDA JULIA DE BURGOS 需要一场运动，让他们能够接触到女性，同时不受男性的关注。相关性: 女性能够在不受虐待者恐惧的情况下保留广告，因为广告上甚至没有 CASA PROTEGIDA JULIA DE BURGOS 的标志。妇女庇护所 CASA PROTEGIDA JULIA DE BURGOS 接到的电话增加了，她们能够帮助更多的妇女。 创意执行: 创造性的战略解决方案: 防止将妇女置于危险之中, 妇女庇护所的标志没有放在印刷广告中，信息显示为 “卧底”，这样他们就可以采取行动寻求帮助，而不会被注意到。我们模仿典型的星座运势、香水和零售广告，并在广告内容中过滤我们的信息。 结果和有效性: 运动的结果是，卡萨抗议者朱莉娅 · 德 · 布尔戈斯接到受虐妇女的电话增加 60%。
Hidden Messages
案例简介：Insights, Strategy and the Idea: Many abused women don't seek help because they don't want their abusers to notice they are looking for such aid and support. Since 59% of abused women are 20-34 and mostly housewives, we focused our efforts in their hobbies and interests, such as cooking and horoscopes, among others. CASA PROTEGIDA JULIA DE BURGOS needed a campaign where they could reach women and at the same time remain unnoticed by men. Relevance: Women were able to keep the ads without fear from their abusers since not even the logo of CASA PROTEGIDA JULIA DE BURGOS appears on the ad. The women’s shelter CASA PROTEGIDA JULIA DE BURGOS received an increase in call and they were able to assist more women. Creative Execution: Creative Strategic Solution: To prevent putting women at risk, the logo of the Women Shelter was not placed in the print ads and the message appeared “undercover” so they can take action and look for help without being noticed. We imitated typical horoscope, perfume and retail ads and filtered our message in the content of the ads. Results and Effectiveness: As a result of the campaign, the Casa Protegida Julia de Burgos received a 60% increase in calls from abused women.
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