"To reach as many people, we gathered celebrities in France known to all but especially known to the footballing community. We have made a film that shows every celebrity, volunteers but also real victims of violence say no to domestic violence and bruises. Everyone is with the jersey of the France national football team. The axis of this campaign is a play of words with blue (bruises) and Les Bleus (The France national football team).
""Je ne supporte pas les bleus"" means litterally : ""I can't stand bruises"" which is a play of words because ""bleu"" means bruises but also the color blue being the french football team's color (and also their surname). The France national football team is enormously considered in France and the term ""Les Bleus"" is known to all."
Execution
The campaign was entirely gracious for the realization, the production, the creative aspect but also for the media and celebrities. Everyone wanted to be present for this cause. The campaign was launched on 31th May, a week before the launch of the Euro and during 8 days. The campaign was a national campaign present in France: Tv spot, Out of Home (bus shelters), Press (magazine and web), press,banners, social média, video on line (pre-roll, catch-up...). To launch the campaign, Raymond Domenech (the ex former coach of the France national football team) tweeted a first provocative tweet (just before the media launch) "I can't stand Les Bleus", following thing, 3 celebrites tweeted the same message.
The results was a massive success. In 24 hours there were 164 media coverage, 10 affected countries, 64M shares on the RS, 212M people were potentially touched. After one week we have seen 294 media releases (TV, web, press, radio ..), 18 affected countries, 52 000 shares on either RS, 326M poeple were potentially touched. 1 106 donations for the association. + 60K unique visitors on the website. The hashtag #JeNeSupportePasLesBleus (I Can't Stand Les Bleus) has been Trending Topic during 24 hours and more 4M of earned media. A lot of journalists, show tv, press and celebrities wanted to talk about the campaign espacially the cause.
The Situation
PR was at the heart of this campaign. The objective is to change the behaviour and the public opinion. Thanks to this campaign, a lot of people had a very positive reaction about the idea and this cause. The donations have greatly increased (+ 300%). After one week we have seen 294 media releases (TV, web, press, radio ..), 18 affected countries, 52 000 shares on either RS, 326M people were potentially touched. 1 106 donations for the association. + 60K unique visitors on the website, the #JeNeSupportePasLesBleus (#ICantStandLesBleus) was in trending topinc during 24 hour.
The Strategy
During the Euro 2016, 1 in 10 women died in France because of domestic violences. The association Elle's Imagin'ent has wished to raise in this media and symbolic moment (European Competition Football). Football is a sport that brings together a population. The campaign entitled "I can't stand les Bleus" has a particular resonance just before the launch of the Euro as with opening match between France and Romania. The double meaning of the message gives all the power to the campaign which aims to challenge public opinion (espacialy men) on such a serious subject as taboo. To lunch the campaign, Raymond Domenech (the ex former coach of the France national football team) tweets a first provocative tweet (teasing) "I can't stand Les Bleus". 3 celebrities tweets exactly the same thing just before the reveal (the day after) with TV campaign, Press, Digital, OOH, DOOH...during 1 week until the first match.