THE RAPE PAGE
Description
It is estimated that 40% of South African women will be raped in their lifetime, and only 8.6% of perpetrators are convicted. One of the factors contributing to this is the lack of usable evidence, due to it being compromised through incorrect gathering methods.
It’s Rape Crisis’ mission to help empower rape survivors. Whether it’s through their 24hr crisis line, seminars, or by providing information that could lead to a conviction – something as simple as using newspaper instead of a plastic bag could be the difference.
To demonstrate this, we created an ad that turned an everyday piece of newspaper into a weapon against rapists.
Text Copy:
"It is estimated that 40% of South African women will be raped in their lifetime and only 8.6% of rape perpetrators are convicted. If you are a survivor, your clothes could contain DNA that can be used to put your perpetrator in jail.
Don’t wash or remove your clothes before going for a forensic investigation. If there is no alternative, wrap them in a piece of newspaper or place in a paper bag. Do not place them in a plastic bag as this could destroy the evidence. If you need help or want to help please visit rapecrisis.org.za or call our 24hr crisis line on 021 447 9762"
Case Film:
Accolades:
Cannes Lions Silver - Print
D&AD In-Book - Print
D&AD In-Book - Print
London International Awards (LIA) Silver - Print
Effie Silver - Small Budgets
Effie Silver - Disease Awareness & Education
Bookmarks Silver - Breakthrough on a budget
Bookmarks Silver - Innovative use of media
Bookmarks Silver - Innovative use of media
Loeries - Silver Print
Assegais - Silver Non-profit Direct Marketing
One Show - Merit
BestAds Pick of the week
Assegais - Silver Non-profit Direct Marketing
One Show - Merit
BestAds Pick of the week
Credits:
Client: Rape Crisis
Client Representative: Kathleen Dey, Zeenat Hendricks
Agency: Ogilvy Cape Town
Chief Creative Officer: Pete Case
Executive Creative Director: Tseliso Rangaka
Associate Executive Creative Director: Nicholas Wittenberg
Creative Director: Mike Martin
Associate Creative Director / Copywriter: Alex Goldberg
Associate Creative Director / Art Director: Riaan Van Wyk
Creative Group Head: Ryan Barkhuizen
PR: Lameez Mohd
Art Director: Karen Vermeulen
Client Service: Chris Spencer, Loren Westoby, Nefeli Valakelis, Heather Andrews
