|Title||CALL FOR HELP|
|Brand||UNITED NATIONS DEVELOPMENT FUND FOR WOMEN (UNIFEM)|
|Product / Service||WOMEN'S RIGHTS|
|Category||A04. Direct Response Digital Media|
|Entrant||DDB SINGAPORE, SINGAPORE|
|Entrant Company:||DDB SINGAPORE, SINGAPORE|
|DM/Advertising Agency:||DDB SINGAPORE, SINGAPORE|
|NEIL JOHNSON||DDB SINGAPORE||CHIEF CREATIVE OFFICER|
|JOJI JACOB||DDB SINGAPORE||CREATIVE EXECUTIVE DIRECTOR|
|JOEL CHIN||DDB SINGAPORE||CREATIVE GROUP HEAD|
|ROWENA BHAGCHANDANI||DDB SINGAPORE||ACCOUNT SERVICING|
|FAYE WONG||DDB SINGAPORE||ART DIRECTOR|
|LESTER LEE||DDB SINGAPORE||COPYWRITER|
|NARESH KUMAR||DDB SINGAPORE||COPYWRITER|
|SUHAIMI SAADAN||DDB SINGAPORE||ART DIRECTOR|
|DAPHNE NG||DDB SINGAPORE||EXECUTIVE DIRECTOR|
|YEO WEE LEE||TRIBAL DDB SINGAPORE||TECHNOLOGY|
1 in 3 is informed about violence against women but only 1 in 17 believes he or she can help. That was the problem UNIFEM was facing. Society has moved from a problem of awareness to a problem of perception. Many believe they require huge amounts of effort, time and money to be involved with UNIFEM’s cause. Our objective was to change that mindset and encourage our target audience, the mass public, to be involved with UNIFEM’s cause.
Empowerment is what UNIFEM stands for. Hence, when designing our solution, we focused on empowering the target, instead of chastising them. We created a piece of work that allowed the target to experience how it easy it is to help as well as how satisfying it feels to help.
We needed to start a conversation with people who believed they had little to offer. As such, we reached out on a medium that even the busiest people could not avoid – their mobile phones. We created an interactive video that allowed our target audience to experience how little it takes to help. We projected 34% will click through to UNIFEM’s website via the embedded link, 24% will share the video with people on their phonebooks and 11% will make a donation.
In 8 weeks, the interactive video was forwarded over 57,000 times and we raised a total of USD11,400. 48.2% clicked through to the UNIFEM site via their mobile phones and unique visits increased by 34.6%. ROI is inapplicable as the work was pro bono.