Cannes Lions

Johnnie Walker Men Stand for Women

McCANN WORLDGROUP, Johannesburg / DIAGEO / 2018

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Overview

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OVERVIEW

Description

In South Africa , 1 in 5 women over 18 have experienced physical and sexual violence. More than a third of all children have been sexually abused. Both figures are on the rise.

On 25th November, 16 days of activism for no violence against woman and children started. And on the 10th December it stopped…

What happened after that? Men stood for women of all ages.

The very next day, 365 men appeared from nowhere and took over the iconic Nelson Mandela bridge in an unprecedented display of support.Where the largest organisations against child and women abuse stood together for the first time, with 365, 6ft4 bronze Johnnie Walker statues - One for every day of the year.

The Minister for the Department of Women, along with the Mayor’s office, Radio Stations, bloggers and the public came to start a year-long campaign of activism for women and children.

Execution

On the 10th of December 2017, overnight, 365 6ft 4, bronze Johnnie Walker statues were erected as if "marching" in support of "no violence against women and children". Each statue represented a day of the forthcoming year with the intention of insuring activism in support of women and children continued throughout the entire year.

The location was Nelson Mandela bridge in central Johannesburg.

The Minister for the Department of Women, along with the Mayor’s office, Radio Stations, bloggers and the public came to start a year-long campaign of activism for women and children.

Outcome

More than a R1 000 000.00 donations on the day • The Huffington Post put up a pledge page on their website • Front page of the Sunday Times (the country’s biggest newspaper) • 1 561 170 impressions in the first 3 hours • 100% Positive Sentiment

Engagements on our page: Average 10-20 seconds.Our Page 2 minutes +

The ongoing program, includes donations and support, newspaper, radio, educational events and an online support portal.

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