Cannes Lions

INCREASE WOMEN'S AWARNESS OF THE RISKS OF MEETING THROUGH THE INTERNET

ISRAEL GOVERNMENT ADVERTISING AGENCY, Tel Aviv / AUTHORITY FOR ADVANCEMENT OF WOMEN IN THE PRIME MINSTER'S OFFICE OF ISRAEL / 2002

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A unique internet campaign for identifying the risks of internet dating objective: As International Women's Day approaches, Israel Government Advertising Agency has launched the first Israeli internet campaign designed to increase women's awareness of the risks of meeting through the internet, by presenting a number of "red alerts" - warning signs. The campaign was spearheaded by the Authority For the Advancement of The Status of Women in the Prime Minister's Office of Israel. Slogan: Red Alerts, you can identify it, you can change it (rhymes in Hebrew). 3rd banner: Red Alert Does he avoid answering certain questions? That's a red alert. The banners appear on women's sites, dating sites, chat rooms an dwomen's columns on portals and link to a site elaborating on warning signs and safety tips. The campaign emphasizes women's intuition, withholding personal details at first, how and where to set up a first meeting in person, and contact infrmation for experts on identifying suspicious signs. A parallel "red alert" campaign is being waged on the Israeli media - radio, billboards, women's magazines, etc.

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