To Free Women from Violence, Cutting Costs Is Not the Answer
Challenge
Despite an increase in funds allocated to combating gender-based violence over the past decade, the number of women killed by men has remained virtually unchanged: from 113 in 2015 to 104 in 2022. However, between 2022 and 2023, there was a significant decrease in funds dedicated to preventing gender-based violence, dropping from 17 million euros to just 5 million euros.
Therefore, a campaign needed to be created to exert political pressure, establish a dialogue with institutions, and obtain concrete responses regarding the prevention of gender-based violence. At the same time, the campaign aimed to raise public awareness about the importance of preventing violence and to generate both intellectual and emotional reactions.
Black Freeday: A Campaign of Protest
SOLUTION
To ensure the message reached as many people as possible, we converted the numbers into percentages, revealing them at a time when percentages draw everyone's attention: Black Friday. This was because the International Day for the Elimination of Violence against Women was celebrated on Saturday, November 25th, the day after Black Friday, when the whole of Italy, and indeed the world, is hunting for discounts. This was the perfect moment to highlight the one reduction that had gone unnoticed and deserved national attention.
With an integrated campaign across various touchpoints and an exceptional spokesperson, Claudia Gerini, we were cited by 323 media outlets and reached 2.3 million people through social media activities and the event alone. The result? All of Italy was talking about it, and shortly thereafter, the government announced new funding for prevention efforts.
Awards
The PRize
1x Gold
“Non-profit Campaigns”
Category
NC Awards 2024
1x Silver
“Public Relations" Category
1x Bronze
"Brand Sustainability Award"
