The challenge was to stir debate around the question: What is keeping violence against women alive in South Africa? The objective was to ensure that the target audience recognised that widely held attitudes and beliefs - or social norms - keep VAW alive. The strategy was to amplify on-the-ground social mobilisation by the client in the mass media - especially radio and print - as well as publicising the ATL billboard and print campaign. The outcome was more than R3-million worth of media coverage during the annual 16 Days of Activism Against Violence Against Women and Children, outstanding talkability as well as more than 20,000 people committing to changing their negative attitudes and beliefs that keep VAW alive. South Africa has one of the highest rates of physical and sexual violence against women, despite having a strong Constitution and far-reaching legislation. This campaign was unique in that it - for the first time in SA - addressed one of the root causes of violence against women.

Thorough planning ensured that only very minor adjustments were made. During early October, PR and PCI representatives visited key media in Johanesburg, Cape Town and Durban to inquire their plans to celebrate 16 Days of Activism and inform them of PCI's upcoming campaign, as well as discuss angles and oportunties with them. During October and November releases and crisis communication documentations were finalised, radio interviews set up, interviewees and presenters thoroughly briefed and the messaging around the billboards confirmed. The 16 Days launched on 25 November. On 5 December we held two public-participation events at each of the billboards to drive home the message that our everyday attitudes and beliefs keep VAW alive. Media were invited to attend these events and significant coverage was garnered.

Print exposure - R907 861Broadcast exposure (radio and TV) - R887 143Online exposure - R449 964In addition, we negotiated R1.7-million of 'added value' media exposure on radio by creating new shows and inserts linked to the paid-for ATL radio campaign.Nearly 21 000 people pledged their commitment to changing their attitudes and beliefs.