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 the media of choice for our second step. The decision of 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 happend in it. So creativity arrived in a very natural way and the small live event is the top of the idea, considering that women had to relive the rape, going back to the same place where they were raped.

After our first print ad, hundreds of phone calls were received by the association from women that wanted to volunteer, get details about statistics or even wanted to become members. But the most important figure is the number 3, the women who decided to pose as rape victim. In an Arab country where nobody wants to listen about rape and victims are rejected by their own families, it is a huge result. The goal was to find at least 1 woman to use her as a kind of "hero" for others. To find 3 was much more than expected, a real great achievement.