| Titre | Turning Instagram stories' tap feature into a tool against domestic abuse |
| Agence | FP7/DXB - McCann Worldgroup |
| Campagne | Turning Instagram stories' tap feature into a tool against domestic abuse |
| Annonceur | Dubai Foundation for Women & Children |
| Marque | Dubai Foundation for Women & Children |
| Date de première diffusion/publication | 2017 |
| Secteur d'activité | Violence domestique, agressions sexuelles |
| Synopsis | 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. |
| Philosophie | Most cases of domestic abuse start with what men think is a light tap. |
| Type de média | Médias sociaux |
| Longueur | |
| Directeur artistique | Yasmina Boustani |
| Directeur artistique | Georges El Ten |
| Directeur de clientèle | Vicky Kriplani |
| Directeur de la création | Paul Banham |
| Directeur de création | Oliver Robinson |
| Designer | Erol Salcinovic |
| Directeur du planning stratégique | Tahaab Rais |
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