HURTS ME TOO

Short List
TitleHURTS ME TOO
BrandHUNGARIAN INTERCHURCH AID
Product/ServiceHURTS ME TOO
Category B04. Charities, Public Health, Safety & Awareness Messages
Entrant Company ACG ADVERTISING AGENCY Budapest, HUNGARY
Advertising Agency ACG ADVERTISING AGENCY Budapest, HUNGARY
Credits
Name Company Position
Peter Tihanyi ACG Advertising Agency Creative Director
Laszlo Nagy ACG Advertising Agency Creative Director
Petra Kocsis ACG Advertising Agency Art Director
Tamas Hlavaty ACG Advertising Agency Copywriter
Bianka Bujdoso ACG Advertising Agency Lead Digital Strategist
Flora Eder ACG Advertising Agency Account Manager
Orsolya Kurdi ACG Advertising Agency Account Manager
Nora Batizi ACG Advertising Agency Pr Manager

The Campaign

In Hungary every 5th woman becomes a victim of domestic violence. The Hungarian Interchurch Aid dealt with this shocking problem many times before but this year in Hungary the topic is even more actual while the politicians neglected it in the parliament, and in media it became a target of mean jokes a several times. So the goal was to drew the nation’s attention to this huge issue and to demonstrate by involving a younger, digitally more active target audience that it’s our own responsibility to talk about the problem. We drew attention to this huge problem by the help of TATZ’s temporary designer tattoos and we also gave opportunity for everyone to show: the bruises of the maltreated women hurts them too. We launched the campaign on International Women’s Day and asked women to buy the limited set of tattoos, put them on and upload selfies so the fake scars and bruises had become the symbol of their stand out. Hungarian celebrities also volunteered to take part in the campaign so they uploaded selfies wearing the fake bruises using the #hurtsmetoo hashtag. Than we asked the users to follow them by buying the sets in various Hungarian designer shops our through TATZ’s webshop. Their pictures travelled through the internet during several days gaining a massive media attention. Finally the whole price of the “Bruises sets” was donated to the Safe House project of the Hungarian Interchurch Aid.

The Brief

The goal was to drew the nation’s attention to this huge issue and to demonstrate by involving a younger, digitally more active target audience that it’s our own responsibility to talk about the problem.

Execution

We launched the campaign on International Women’s Day and asked women to buy the limited set of tattoos, put them on and upload selfies so the fake scars and bruises had become the symbol of their stand out. Hungarian celebrities also volunteered to take part in the campaign so they uploaded selfies wearing the fake bruises using the #hurtsmetoo hashtag. Than we asked the users to follow them by buying the sets in various Hungarian designer shops our through TATZ’s webshop. Their pictures traveled through the internet during several days gaining a massive media attention. Hundreds of Instagram users, communities, universities, publishing houses and stuff teams at different pubs joined and stood out with their photos for the good deed. By putting on the tattoos the participants themselves had become our main platforms and the Instagram/Facebook campaign became a real social movement.

The TATZ designer tattoos immediately became a huge summer hit between young women. We exploited this trend and to gain huge reach we used them to communicate a radically different message. Finally besides raising the nation’s attention we also collected money: the whole price of the “Bruises” limited tattoo sets was donated to the Safe House project of the Hungarian Interchurch Aid, which gives shelter for the maltreated women and their children. The tattoos were sold out in two weeks, the campaign reached 30% of the total population, generated 800k likes and shares, created 5m media impressions. It became prime time news, online and offline magazines published articles about it and it spread the international media too and finally the parliament decided to deal with this issue again.

The Strategy

We drew attention to this huge problem by the help of TATZ’s temporary designer tattoos and we also gave opportunity for everyone to show: the bruises of the maltreated women hurts them too. We reached a younger target group by the help of various Hungarian celebrities and opinion leaders who also joined the campaign.