| Title | ABUSED PRESENTER |
| Brand | RUSTAVI2 |
| Product/Service | BROADCASTING |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
SAATCHI & SAATCHI Budapest, HUNGARY
|
|
Advertising Agency
|
SAATCHI & SAATCHI Budapest, HUNGARY
|
Credits
| John Pallant |
Saatchi/Saatchi EMEA |
Executive Creative Director |
| Andrea Toth |
Saatchi/Saatchi Hungary |
Creative Director |
| Anton Demakov |
Saatchi/Saatchi Tbilisi |
Creative Director |
| Steve Hough |
Saatchi/Saatchi Hungary |
Creative Director |
| Klaudia Rosenkranz |
Saatchi/Saatchi Hungary |
Copywriter |
| Armand Versace |
Saatchi/Saatchi Hungary |
Art Director |
| Rusudan Gigineinshvili |
Saatchi/Saatchi Tbilisi |
Client Service Director |
| Saba Lekveishvili |
Saatchi/Saatchi Tbilisi |
Copywriter |
| Ia Janjgava |
Saatchi/Saatchi Tbilisi |
Account Director |
| Keti Chitanava |
Saatchi/Saatchi Tbilisi |
Account Manager |
| Teona Bagdavadze |
|
PR Specialist |
| Sophio Ebralidze |
|
PR Specialist |
Brief Explanation
Georgia is a small country with only 4.5 million inhabitants. Yet they have a huge problem. Last year alone, 25 women died in domestic violence related crimes. And these are only the official numbers. Currently 1 in 3 women are affected, yet 78% of people think that these issues should not be talked about publicly, it is a family matter. So, we needed to make the public face the issue. Rustavi2, Georgia's leading TV channel was the perfect vessel for the case, as it reaches 98% of the households in the country.
Results and Effectiveness
Our campaign reached more than 50% of the population. The stunt became the most watched and shared online video of the past 6 months – in just 3 days. 200.000 views, 6000+ shares and numerous media outlets made the campaign the hot topic in Georgia – with zero money spent. The issue has finally become a public matter. Also, politicians have started discussions, promising changes to current legislation.
Creative Execution
On Rustavi2 (with a nationwide coverage), a popular female presenter was abused by the producer in the middle of the live broadcast, in one of the most watched TV chat shows. It seemed real and, more importantly, so out of place that people just couldn’t look away. Afterwards, we revealed that it was the channel’s campaign against domestic violence, and they also dedicated the show to the issue, and talked about ways to help.
Insights, Strategy and the Idea
Women’s day was the perfect time to make our case: when women are generally celebrated all over the world, we decided to focus on their situation in a different manner. On the biggest TV channel’s popular daily show that reaches Georgian people nationwide, with all female hosts. People were watching the show, so they couldn’t look away and turn a blind eye.