Title | DISCRIMINATION AGAINST WOMEN |
Brand | YAYASAN JURNAL PEREMPUAN |
Product / Service | PUBLIC SERVICES |
Entrant | ADVANTAGE ADVERTISING Jakarta, INDONESIA |
Entrant Company: | ADVANTAGE ADVERTISING Jakarta, INDONESIA |
Advertising Agency: | ADVANTAGE ADVERTISING Jakarta, INDONESIA |
Credits |
Name | Company | Position |
---|---|---|
Rajesh Menon | Advantage Advertising | Executive Creative Director |
Wang Zhi Liang | Advantage Advertising | Senior Art Director |
Aris Budianto | Advantage Advertising | Copy Writer |
Maysi Amalia | Advantage Advertising | Copy Writer |
Adhitya Maliki | Advantage Advertising | Art Director |
Fitri Mohede | Advantage Advertising | Agency Producer |
Over the last few years, with the rise of democracy in Indonesia, provinces have been given the power of autonomy. Sadly, this has meant that some provincial governments have begun issuing various bylaws that are extremely discriminative, especially to women. Yayasan Jurnal Perempuan (YJP), a fierce defender of women's and children's rights, decided to educate the public about the dangers of such discriminative rulings. The campaign theme was built around parodying the bylaws, by coming up with communication material aimed specifically at women, which took the laws to a ridiculous extreme!
100 mailers were sent out, 58 invitees turned up. An almost 60% response rate! Over 100 people attended the event. The event was covered in over 10 media publications. Awareness of the issue went up dramatically, and it became a talking point on blogs and media websites.
A provocative mailer inviting people to a discussion/talkshow was sent to women's rights activists, well-known Indonesian personalities, members of the general public... and importantly, the media. At the venue, provocative banners and posters were put up, and t-shirts and bags continuing the theme were given away. After the event, to reach a wider public, two tvcs were aired. A microsite was also built, where people could sign an online petition to help free women from these discriminative laws.