Violence Against Women is a serious issue in Malaysia, and many cases go unreported. In a dipstick survey, 100% participants were aware of the issue but 70% felt they can’t offer help as individuals – a common perception for NGOs.
The Star, in support of Women’s Aid Organisation, wanted to use Facebook to create awareness that any individual CAN help end violence against women.
When Facebook refreshed Pages, it introduced Featured Photos that highlighted 5 photo thumbnails at the top of the Page. To discourage brands from using the entire space as a big advertising banner, the photos were shuffled every time the page was loaded. But we used this feature in a new way. We created 5 photo thumbnails; 4 of them contained a word each and 1 contained a blank for users to fill in. Every time a user loaded the Facebook Page, the 5 thumbnails would shuffle to tell a different story. One word filled into the blank made all the difference – by changing a story of woe to hope, making it coherent or speeding up help for a victim. One word could make a difference to end violence against women.
These 5 thumbnails had 120 combinations, telling thousands of stories based on words filled into the blank – an incredibly difficult task that made us evaluate hundreds of words to find a set that worked. If users click on a thumbnail, it loaded a bigger photo, and each word is followed by a line that completed it and a call-to-action to seek help from Women’s Aid Organisation. Users could tag themselves on all 5 photos to support the campaign and share it on their profiles.
Each set of featured photos was able to speak to an audience of 42,349 Facebook users in a different way at ZERO media cost.
And we demonstrated the power of a word and how it could help victims everywhere. Words matter. Speak up and Make a Difference.
Abuse Never Cool Speak
WOMAN MATTERS, IN SUPPORT OF WAO
Web Designer/Multimedia Designer
JAVIER ROCHA ROBLES
JANET TEO, ELISE CHU, GOH KEL LI, VIC SITHASANAN (STRAT), CHRIS GREENOUGH (STRAT)
Young Creative Award Name
JAVIER ROCHA ROBLES