Kancil Awards

The Malaysian Advertising Awards

(3.3) Online Advertising — MERIT, Survive Now Report Abuse, FutureLab Asia

Problem:
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.

Solution:
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.

Results:
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.

 


Title
SURVIVE NOW REPORT ABUSE

Client
THE STAR

Product/Service
WOMAN MATTERS, IN SUPPORT OF WAO

Internet URL
http://www.ideacafe.org/thestar/survivenowreportabuse.html

Copywriter
NORA ISMAIL

Web Designer/Multimedia Designer
JAVIER ROCHA ROBLES

Client Service
JANET TEO, ELISE CHU, GOH KEL LI, VIC SITHASANAN (STRAT), CHRIS GREENOUGH (STRAT)

Young Creative Award Name
JAVIER ROCHA ROBLES

 

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