Cannes Lions
1984, Santiago / SUBELA RADIO / 2019
Overview
Entries
Credits
Background
To create awareness about Gender Violence against Women, we wanted to tell an emblematic story of a victim from her own senses.
Nabila Rifo was left almost death after her partner smash her head with a rock and took her ayes off with his car keys.
We wanted to create an audio content that's relevant for the audience and is compelling to Chile's reality.
We also wanted to surprise the audience on it's premiere at a level that the experience would be shared on Social Media.
Idea
We created a documentary with no images... as Nabila sees the world today.
The audience was invited to see a reality by only listening.
Strategy
We used the most talked about gender violence story of the past years to position Subela Radio as Chile's most relevant Podcast creator.
Opinion leaders where surprised at a level that they shared the experience organically.
Execution
1.- Months of information gathering to create a script based on true facts.
2.- Invited famous actors and musicians to give life to the documentary.
3.- Relevant media persons and celebrities were invited to it's premiere.
4.- As they didn't know it was only audio, they were shocked and shared their experience on Social Media.
5.- The idea was talked about in the news.
Outcome
Subela Radio is Chile's most relevant audio content creator and Nabila is it's most downloaded podcast.
It was also awarded by the National Journalism Prize.