Cannes Lions
HAKUHODO INDONESIA, Jakarta / KAPAL PEREMPUAN / 2018
Overview
Entries
Credits
Description
In Facebook, with more than one photo uploaded, the photos will appear cropped unless clicked upon. With this, Kapal Perempuan partnered with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature. Once revealed, the message reads "The more you hide, the worse it will get. Stop the violence, call 012-7988875.”
Execution
In Facebook, with more than one photo uploaded, the photos will appear cropped unless clicked upon. With this, Kapal Perempuan partnered with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature. Once revealed, the message reads "The more you hide, the worse it will get. Stop the violence, call 012-7988875.”
Outcome
The photos went viral instantly, appearing on countless of fan’s timeline. Numerous influential bloggers shared and gave positive reactions to the campaign in the first month. With a small budget and innovative use of Facebook, we managed to create a big impact in domestic violence awareness. Kapal Perempuan received more phone calls from victims and family asking for help and advices than ever.
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