Our media team decided there were two phases in our campaign. The first one had to throw some kind of guilt on Tunisian citizens and get their involvement and had to be really personal and intimate and also had to have physical contact. Therefore print ads were our media team’s first recommendation. The second phase had to be on a bigger level in order to actually uncover the subject, but still had to be shocking. In that case, guerilla posters were was the media of choice for our second step. The decision to use press and outdoor posters was critical for creatives. Press implies touch and guerrilla to be in a direct contact with the street and what happened in it. So creativity arrived in a very natural and logical way in the end.

After our first print ad we received hundreds of phone calls received by the association were from women that wanted to volunteer, people that wanted to get more details about rape statistics and even people that wanted to become members of the association. But the most important figure in this campaign, is 3. 3 is number of women who decided to pose as rape victim, and have their picture posted around the city of Tunis in a country where no one wants to be associated with rape, and where victims are rejected by everyone including their own families.