| 标题 | Turning Instagram stories' tap feature into a tool against domestic abuse |
| 广告公司 | FP7/DXB - McCann Worldgroup |
| 广告战役 | Turning Instagram stories' tap feature into a tool against domestic abuse |
| 广告主 | Dubai Foundation for Women & Children |
| 品牌 | Dubai Foundation for Women & Children |
| 首次发布日期 | 2017 |
| 行业领域 | 反对家暴、性虐待 |
| 剧情简介 | For the Dubai Foundation for Women & Children, in order to help create awareness among men regarding how what they think is a light tap can escalate into something far more damaging, the agency has used Instagram stories’ tap feature as a tool against domestic abuse; through the story of @lifeof_farah. Men are being invited to visit her profile on Instagram (@lifeof_farah) to tap on the Play button. And discover the damage domestic abuse can cause, one tap at a time. People across the UAE are also being invited to raise awareness about this message by @dfwac, by sharing the images from the story and tagging @lifeof_farah and @dfwac. Within a few hours of it going live, leading Arab female influencers and human rights activists such as the host of “Project Runway Middle East”, Jessica Kahawaty (@jessicakahawaty), have also endorsed the message and the story. And it’s continuing to grow organically. |
| 哲学 | Most cases of domestic abuse start with what men think is a light tap. |
| 媒体类别 | 社交媒体 |
| 长度 | |
| 美术指导 | Yasmina Boustani |
| 美术指导 | Georges El Ten |
| 客户总监 | Vicky Kriplani |
| 执行创意总监 | Paul Banham |
| 创意总监 | Oliver Robinson |
| 设计师 | Erol Salcinovic |
| 战略企划总监 | Tahaab Rais |
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