2017 Glass: The Award for Change

THE TRUTH UNVEILED

Case Film

Presentation Image

ClientIPRAS WOMENFORWOMEN
Category A01. Glass
TitleTHE TRUTH UNVEILED
Product/ServiceSUPPORT FOR ACID VICTIMS
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation 2 SERVICEPLAN HEALTH & LIFE München, GERMANY
Idea Creation 3 SERVICEPLAN INDIA Gurgaon, INDIA
Media Placement NEWSX Noida, INDIA
PR SERVICEPLAN INDIA Gurgaon, INDIA
Production ISARMUSIK Munich, GERMANY
Production 2 INSTANT RECORDS Munich, GERMANY
Production 3 NEVEREST München, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Matthias Harbeck SERVICEPLAN GERMANY Creative Managing Partner Germany
Mike Rogers SERVICEPLAN HEALTH & LIFE GERMANY Creative Partner
Christoph Bohlender SERVICEPLAN HEALTH & LIFE GERMANY Creative Director
J Jackson SERVICEPLAN HEALTH & LIFE GERMANY Copywriter
Sven Hartmann SERVICEPLAN HEALTH & LIFE GERMANY Senior Art Director
Jaya Prasad SERVICEPLAN INDIA General Manager
Vivek Ranjan Sinha SERVICEPLAN INDIA Director Business Development
Sahil Kapoor SERVICEPLAN INDIA Senior Manager
Pankaj Bhutani NewsX India Senior GM Marketing
Megha Misra ASFI – Acid Survivors Foundation India Coordinator NGO
Christiane Wolff SERVICEPLAN GROUP Chief Corporate Communications Officer
Joerg Altner Instant Records Managing Partner
Tom Koller SERVICEPLAN HEALTH & LIFE GERMANY Senior Art Director

Creative Execution

In order to reach the broadest and most far-reaching audience as possible within India, a television broadcast stunt was chosen to convey the message. On International Women’s Day 2017, Asma, a brave woman who was burned with acid as a young girl, hosted a special report on India’s leading English news network, NewsX. Defying the media-norm of blurring acid-attack victims in the media, Asma unveiled her face and revealed her scars in front of over 100,000,000 viewers, giving a voice and a face to the many hidden and ignored victims of abuse throughout India. She appealed for help and donations to IPRAS WomenForWomen and viewers were directed to “TruthUnveiled.in” where they were able to donate to and learn the tragic stories of Asma and other acid-attack victims. Immediately after airing, the broadcast stunt was available online to be shared and supported through social-media, further spreading the stunts reach internationally.

Because of India’s general apathy towards domestic abuse, and more specifically the severity of acid attacks, Asma unveiling her scars on national news had huge and revolutionary impact. This was the first time ever that an acid-attack victim unveiled their scars on national news. Over 100 million people witnessed the event and were forced to face the truth of the situation. Thousands of women across India were inspired to unveil their own scars of abuse – physical or emotional. A national movement was sparked and doors were opened to discuss acid-attacks and the culture of silence and obscuring, that enables them. Not only was the impact huge in India, but the event gained international support through worldwide media coverage. Due to the International coverage gained by the event, the visibility of IPRASWomenForWomen has increased dramatically, which has resulted in strong support for the initiative. Donations to IPRASWomenForWomen increased 71%.

Our target audience was to be as broad as possible. A cooperation with India’s leading news station was strategically chosen for “The Truth Unveiled”, as it offered the most cost-effective method of reaching a guaranteed audience of over 100,000,000, that would then be able to explore deeper into the topic online, with the potential share the stunt digitally. We would defy the long-standing custom in India’s media to blur and obscure the faces of burned and scarred women, with a nationally relevant and pioneering broadcast stunt that revealed to the nation the shocking reality that these victims of abuse face every day. Viewers were directed to the website, “TruthUnveiled.in” where they were able to donate to IPRASWomenForWomen and learn the tragic stories of Asma and other acid-attack victims. Immediately after airing, the broadcast stunt was available online to be shared and supported through social-media, further spreading the stunts reach internationally.