Cannes Lions
SOZIALDIENST KATHOLISCHER FRAUEN E.V. BERLIN / SKF E.V. BERLIN / 2023
Overview
Entries
Credits
Background
Every third woman is affected by domestic violence at least once in her life. Every third day, a woman is killed in Germany in connection with domestic violence. As a result of the Covid 19 pandemic, cases of domestic violence have risen dramatically, among both women and men. On average, victims only separate from their partner after seven assaults. With the campaign "§25/11 - Home without Domestic Violence", the Sozialdienst katholischer Frauen e. V. Berlin (SkF) , which has many years of experience in dealing with this sensitive issue and its victims, wanted to find a new way to raise awareness around the topic, reduce the stigma and to make people not look away.
Idea
An appendix to rental agreements that fights against domestic violence.
By signing Article 25/11, landlords and tenants acknowledge that domestic violence is not tolerated at the property.
Landlords could ask for information packs and posters that led to the emergency number of the Social Service of Catholic Women. Reminding everybody in the building that domestic violence will not pass without consequences. As all neighbours will be alert and know exactly what to do. Some of the largest property firms in Germany trained their building managers and added Article 2511 to their online tool for rent applications.
What started as a simple paragraph is becoming a growing community of tenants, landlords, housing associations and realtors so that abusers have more to fear.
Strategy
Every third woman is affected by domestic violence at least once in her life. Every third day, a woman is killed in Germany in connection with domestic violence. As a result of the Covid 19 pandemic, cases of domestic violence have risen dramatically, among both women and men. On average, victims only separate from their partner after seven assaults. With the campaign "§25/11 - Home without Domestic Violence", the Sozialdienst katholischer Frauen e. V. Berlin (SkF) , which has many years of experience in dealing with this sensitive issue and its victims, is taking a new approach to combating domestic violence. The decisive factor for the campaign name "§25/11" is November 25, the date of the International Day against Violence against Women. The paragraph also forms the basis of the campaign and represents the specially created information annex, which can be included as an addendum in rental agreements.
Execution
We launched the campaign on 25th of November, the international day of the elimination of violence against women.
Street-posters led to the website paragraph2511.de. On Web Tenants and Landlords could download the §25/11 in numerous languages to add the appendix to their rental agreements. In addition free posters with the emergency number of the social-service of catholic women could be ordered and placed inside the building, reminding everybody in the building that domestic is not tolerated and on how to take action if it occurs. Realtors and housing associations extended their online-application tool for apartments with $25/11, so everybody who wants to rent an apartment must take note of it. Furthermore, building managers have been trained on the topic and on how to provide help.
Outcome
1.1 million apartments reached, +15.000 fear-free apartments, +6.000 new release contracts include the §25/11, +50 members of parlament endorsed the campaign, +60 property managers trained