Cannes Lions
OGILVY JOHANNESBURG, Johannesburg / POWA (PEOPLE OPPOSING WOMEN ABUSE) / 2012
Overview
Entries
Credits
Outcome
50,000 brochures were distributed with a 98% acceptance rate vs 40% acceptance of ordinary POWA pamphlets previously distributed.
83% of recipients were willing to pass the brochure on to an abused woman.
As an ongoing project that provides victims of abuse with an emergency exit plan that they can conceal in their possession, rather than prompting call-ins, traditional success-tracking of victim response is impossible.
However, extensive pre-testing was conducted: Abused women willing to: - keep brochure in their possession (84%) - use it as an exit plan and emergency help source (93%)