Amnesty International - "Every NO Ought To Be Heard"

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgique

4909

Cette création fait partie de la Collection Act Responsible

Marque: Amnesty International
Pays: Belgique

Annonceur: Amnesty International

Titre	Every NO Ought To Be Heard
Agence	Air, Partner of McCann
Campagne	My Body, My Right
Annonceur	Amnesty International
Marque	Amnesty International
Date de première diffusion/publication	2013
Secteur d'activité	Institutions / Interêt Public / Associations à but non lucratif
Slogan	No always means no
Synopsis	“Can you help me do the dishes, can you take out the garbage...” We all know these everyday questions. And it’s generally known that men tend to develop a selective hearing for the things their partner says or asks. But sometimes this goes further than just ignoring a simple question... That’s why Amnesty used “having hearing problems” as a creative vehicle for it’s campaign. Because some men seem deaf to the NO of their partner... and become rapists. In Belgium for example there are 8 reported rapes per day, 25% even by her own partner. In fact 56% of the Belgians know a victime of sexual violence. With our campaign, we point out that saying NO is a basic right and should never fall on deaf ears.
Problème	How can you create attention about rape in an impactful manner? When people don’t expect it at all...We invited people to take a online test by a fake brand. For this, we developed an actual online hearing test, but changed the typical beep by the sound of a woman screaming ‘no’ (from a soft whisper till a loud scream). At the end of the test we showed the participant’s result and reveal the key message by Amnesty International. “Every NO ought to be heard.” We then asked to share their result to spread the word.
Résultat	It didn’t take long for the press to jump on it, we got covered by the flemisch and french tv news, radio , national and international press + a whole debat started on blogs, facebook and.... in the Belgian Parlement. The test results were massivly shared among Facebook users and generated traffic towards the website.
Type de média	Affichage
Longueur	105 seconds
Directeur de création	Marie-Laure Cliquennois
Directeur de création	Grégory Ginterdaele
Direction artistique et créative	Karl Magnus
Direction artistique et créative	Wendy Wauters
Infographiste	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Producteur créatif	Marie Libouton
Producteur créatif	Bérengère Lurquin
Responsable de budget agence	Julie De Smedt
Responsable de budget agence	Elderd Bolhuis