Cannes Lions

A woman from Murcia

McCANN WORLDGROUP, Madrid / ONG ANABELLA / 2016

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Overview

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Credits

Overview

Description

Ever since we struck a deal with the country’s major radio networks, whenever a woman is murdered by her partner, a radio commercial goes out in her name the next day.

Execution

Each radio broadcast is personalized by personal data of the killed woman and finally it observes, not a minute of silent but one of noise.

Outcome

During the broadcast of the campaign, phone calls from battered women asking for some help to Ana Bella Foundation increased by 34%.

The donations to the foundation grew by 17%.

In Spain, in the first term of 2016, four women less died compared to the same period last year, where 22 women were killed by their husbands, what means 19% less.

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