Date-Rape drug is undetectable drugs that is inserted into partying people drinks and make them unconscious for several hours thus enabling attackers to rape their victims and escape unpunished. Therefore, the campaign's objectives were to increase awareness among young adults (18-29) to watch their drink at the bar, to make the general public (and parents) aware of the problem, and create discussion at the legislative level.
40 leading bars and pubs were recruited, and drinks were served in those placed in a coned glass, thus forcing people to hold and watch their glass during all times. free drinks were served to those who haven't order alcohol.
The key drivers behind the campaign were PR activities to include in-bars activities that orchestrated with press releases (print and digital) as well as TV and print interviews of the campaign's leaders and opinion leaders, all with almost no paid-media elements.
The outcome of the campaign exceeded all expectations. A post campaign found high awareness levels among 44% of the general public and 55% of young adults aged 18-29, exceeding the pre-set goals. An independent survey by Israel's largest newspaper measured the support level, finding a high 63% support level. A full documentary Prime-Time TV show discussed the problem, and a prominent journalist devoted a full item during the nightly TV news. A group of parliament members had special deliberation about the problem, and the Ministry of Health develops a special program to support Date-Drug victims and make hospitals to test every rape victim.
The ultimate goal was the generate awareness among young audiences and to make potential victims aware of their drinks. Additional goals were to increase awareness among decision makers to drive action at the national and the legislative levels and to make parents aware of the potential danger. The criteria for success was 20% to 25% unaided awareness among the young and around 15% among the general public. A post activity survey was conducted among the general public and among the young to measure the level of awareness and the level of intentional call-to-action.
A post campaign found high awareness levels among 44% of the general public and 55% of young adults aged 18-29, exceeding the pre-set goals. An independent survey by Israel's largest newspaper measured the support level, finding a high 63% support level.
The campaign enjoyed full media coverage and included numerous interviews and discussions on TV, radio, and print ed-op. It generated intense debate, questioning the morality of partying people, the responsibility of partying people, the commitment of law enforcement to prevent rapes and punishing attackers, and the commitment of health authorities to support the rape victims.
A full documentary Prime-Time TV show discussed the problem, and a prominent journalist devoted a full item during the nightly TV news. A group of parliament members had special deliberation about the problem, and the Ministry of Health develops a special program to support Date-Drug victims and make hospitals to test every rape victim.
The campaign, sponsored by Time Out Magazine, was launched on April 1st in an event that included artists and culture figures who supported the idea. During the entire event, drinks were served in coned glasses (bottomless) featuring the campaign's slogan. The next day (April 2nd) we participated in numerous interviews. First in Ch.10's (a broadcast TV station) morning show, and during the afternoon of that day, we participated in a radio interview in a news magazine. The interview included also a female parliament member who opposed the activity, thus igniting major emotional debate. Later that day there was an additional radio interview with the participation of a Date-Drug victim who welcomed the campaign. On April 6th, additional 2 radio interviews and one in a TV show.
The basic campaigns run according to the original plan, though we were requested to participate on much more interviews and panel discussions than expected
Date-Rape drug is inserted into partying people drinks when they aren’t paying attention and leave them unconscious. The Drug is undetectable, and since it leaves the blood circulation within 8 hours, attackers find it easy to rape and to escape unpunished. PR and WoM activities are the best way to increase awareness among young audiences and to create buzz to reach decision makers. Together with Time Out Magazine, the night life magazine, we identified the negative impact of the Rape Drug on the nightlife scene, and as opinion leaders we were determined to set a safer nightlife scene.
The overall case called for Rape Drug Awareness Week, and it included 4 main stages. During the first stage, we recruited 40 leading bars and pubs in Tel-Aviv, and during the event, they served alcoholic drinks only in coned glass (bottom less), while free drinks were served to those who haven't order alcohol. All the bar's attendants wore special shirts featuring the campaign's slogan. The second strategic phase included press releases in relevant print titles and websites during the campaign's opening day, and the third strategic phase included interviews in electronic media such as TV morning shows and radio shows. The final strategic phase aimed at reaching the general public as well as opinion leaders and decision makers, and here we launched an ATL campaign that covers print, Out Of Home and digital.