The communication was designed to create a talking point around a very relevant and pertinent topic, rape. It was designed to be interactive and hard hitting in order to cut through potential complacency.

This is difficult to quantify as the communication was designed to have an attitude reassessment shift. However, both the Agency and the magazine received letters from readers commenting on the ads impact.

The communication’s interactivity leveraged off the editorial content of the magazine and the target market.

This piece of communication was a once off element. However, as it was based on a general perception regarding rape (ie “rapists are mentally unstable strangers, not blokes like me”) there is no reason to believe that other executions wouldn’t be possible.

Both the communication and the title in which it was placed plays on the insight that men love women, especially attractive, scantily clad women and are generally preoccupied with sex. This was topped off with the fact that the target market are curious and would be unlikely to resist the need to rip the pages apart.

Ursula Liebenberg (Business Unit Director)