With a paid-media of only $2,000, the campaign leveraged earned-media worth circa $285,000. The Date-Rape drug phenomenon was discussed during news shows, public- affairs TV shows, news magazines, morning TV shows, radio stations, newspapers and social networks. Additionally, a special debate was initiated by female Parliament members. The Ministry of Health has initiated special training programs to treat Rape Drug victims.
The campaign generated awareness of 55% among partying people aged 18-29. Through the massive public echo, the campaign won an additional audience: the parents. 44% of the general public has become aware of the slogan "Watch Your Gl-Ass"
As the campaign goal was to drive awareness to the rape-drug problem in Israel, the media activity was hybrid and took part both on ATL & BTL media. The BTL activity took place, for two whole weekend in bars all around Tel-Aviv city where all the regular glasses was replaces with our bottom-less coned shape glass. Due to the bottom-less coned glass unique shape, it conveyed the message of the campaign while the target audience experienced the glasses swop couldn’t put down their coned glass and had no choice but to watch over it- Hence the slogans of the campaign- watch your glass, which in Hebrew can also call women to watch there intimate body-parts. In order to publicize the campaign, we manage to receive pro-bono in the ATL media, OOH, Print & on-line, that feathered the campaign slogan and also informed of the rape-drug awareness week in Israel.
Insights, Strategy and the Idea
It happens all over the world, Date-Rape drug is inserted into partying people drinks when they aren’t paying attention. The Drug has no taste, color, or smell. It’s cheap, and it leaves the blood circulation within 8 hours. These features help many attackers to perform a new type of rape. And law authorities are helpless in this war.
Therefore, the most effective way to prevent future cases is to make it clear to partying people that they have to watch their glass and be aware to the rapid growing phenomenon.
The main objectives of the case were to (1) to increase public awareness to the Date-Rape drug problem, (2) to generate discussion among partying people, parents, and opinion leaders, and (3) offer a call-to-action solution.
The Major target audience was women 18-34 who are more likely to read Time Out Magazine; secondary audiences were the general public, opinion-leaders, and parents.