EVERY NO OUGHT TO BE HEARD
Title | EVERY NO OUGHT TO BE HEARD |
Brand | AMNESTY INTERNATIONAL |
Product/Service | MY BODY, MY RIGHTS |
Category |
D06. INTERACTIVE OUTDOOR EXPERIENCES |
Entrant Company
|
AIR Brussels, BELGIUM
|
Advertising Agency
|
AIR Brussels, BELGIUM
|
Credits
Gregory Ginterdaele/Marie Laure Cliquennois |
Air |
Creative Director |
Wendy Wauters |
Air |
Creative |
Karl Magnus |
Air |
Creative |
Marie Libouton |
Air |
Creative Producer |
Julie De Smedt |
Air |
Account Manager |
Elderd Bolhuis |
Air |
Account Manager |
Philippe Hensmans |
Amnesty International |
Advertiser Supervisor |
Execution
We started with an insight, i.e. that men tend to develop selective hearing when it comes to listening to their partner.
That’s why we used “hearing problems” as a creative vehicle for the campaign, as some men seem deaf to the NO from their partner... and become rapists.
We decided to develop an actual hearing test, but changed the beep into the sound of a woman screaming ‘no’ (silent to very loud). At the end, we calculated the participant’s result and revealed the key message; “Every NO ought to be heard.”, by Amnesty International. People could share the result of their hearing test on social media to participate to Amnesty's fight against rape and domestic violence.