DISCRIMINATION AGAINST WOMEN

TitleDISCRIMINATION AGAINST WOMEN
BrandYAYASAN JURNAL PEREMPUAN
Product / ServicePUBLIC SERVICES
EntrantADVANTAGE ADVERTISING Jakarta, INDONESIA
Entrant Company:ADVANTAGE ADVERTISING Jakarta, INDONESIA
Advertising Agency:ADVANTAGE ADVERTISING Jakarta, INDONESIA

Credits

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

The Campaign

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!

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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.