Disque-Denúncia - Anonymous Tip Hotline - "Phone keys - Crime Stoppers"

Agência3 Rio de Janeiro, 巴西

3588

该广告属于ACT Responsible项目展品

品牌: Disque-Denúncia - Anonymous Tip Hotline
国家: 巴西

广告主: Disque Denúncia

标题	Phone keys - Crime Stoppers
广告公司	Agência3
广告战役	Curiosity Saves
广告主	Disque Denúncia
品牌	Disque-Denúncia - Anonymous Tip Hotline
Posted	3月 2016
行业领域	种族、族裔、民族及残障意识
剧情简介	Every 5 minutes, a woman is assaulted in Brazil. But most of those women who suffer from domestic violence are too afraid to report their aggressors and use simple excuses to explain their injuries. We saw in that an opportunity to show how hard it is to notice those signs, but there's still a way anyone can help: we only need to be a litlle bit curious. To get interested. To search for more. We wanted to show that curiosity can save lives. We asked the most influential brazilian female celebrities to post those excuses on a series of enigmatic sentences: "It was a stair fall.", "It was the shower faucet", and others. It aroused people's curiosity. The fans noticed that the posts were edited and clicked on the Edited button. Then they saw our message. A Facebook feature turned into a new free media showing that curiosity can save assaulted women's lives.
哲学	We saw an opportunity to show how hard it is to notice those signs, but there's still a way anyone can help: we only need to be a litlle bit curious. To get interested. To search for more. We wanted to show that curiosity can save lives.We asked the most influential brazilian female celebrities to post those excuses on a series of enigmatic sentences: "It was a stair fall.", "It was the shower faucet", and others.It aroused people's curiosity. The fans noticed that the posts were edited and clicked on the Edited button. Then they saw our message.A Facebook feature turned into a new free media showing that curiosity can save assaulted women's lives.
问题	Every 5 minutes, a woman is assaulted in Brazil. But most of those women who suffer from domestic violence are too afraid to report their aggressors and use simple excuses to explain their injuries.
结果	- 30 celebrities joined the campaign- With a total of 83 million followers- Over 180.000 of total engagement- U$ 4 million in earned media- 70 million page views- True reach of 20 million- Zero budget- 100% positive comments on all the posts during the campaign;- Hundreds of personal testimonials and incentives to the complaint in the posts;- The 180 hotline overloaded with calls and needed the support of Disque Denuncia.- Only in the first month of the campaign, the number of reports from the 180 hotline exceeded all of those from last semester;- Spontaneous adhesion of political figures related to Human Rights: Jandira Feghali (Congresswoman and responsible for Brazil's anti-domestic violence law) and Maria do Rosário Nunes (Former brazilian Secretary of Human Rights).
媒体类别	广播
长度	30 seconds
更多信息	bit.do/curiositysaves
创意总监	Paulo Castro
文案	Daniel Bensusan
文案	Flávio Chubes
美术指导	Leandro Bechara
美术指导	Lucas Queiroz
Project Director	Fabiana Winits
Project Director	Bruno Miguel
剪辑公司	Mouse House
音频后期制作	Sonido