| Title | GUILTY CLOTHES |
| Brand | SURVIVORS TRUST |
| Product/Service | PROJECT AGAINST VICTIM BLAMING |
| Category |
A09. Charities & Non-profit |
|
Entrant
|
MARVELOUS Moscow, RUSSIA
|
|
Idea Creation
|
MARVELOUS Moscow, RUSSIA
|
|
Media Placement
|
MARVELOUS Moscow, RUSSIA
|
|
PR
|
MARVELOUS Moscow, RUSSIA
|
|
Production
|
ZARYA FILMS Moscow, RUSSIA
|
Credits
| Artem Sinyavskiy |
Marvelous LLC |
CCO |
| Marat Shakirov |
Marvelous LLC |
Creative Group Head |
| Bulat Aypov |
Marvelous LLC |
Strategy |
| Misha Snopov |
Marvelous LLC |
Copywriter |
The Campaign
The idea was to show people how the real victims were dressed when it happened and to prove that the clothes has nothing to do with it.
Execution
During the Fashion Week in London we launched a website inviting people to see the most provocative fashion show ever. We invited media and bloggers, when they all came they saw models on the catwalk in super casual clothes ,then we showed a film, explaining that the clothes collection they just have seen was created based on real stories of sexual assault
The film with people reactions was posted on the client's FB page.
People from more then 153 countries accessed our web site. We received more then 4500 free media placements and more then 150 millions of impressions
#Guiltyclothes was a trenging topic in Poland and Turkey
The Situation
This event was attended only by 100 people but received a lot of free media placements
The Strategy
Research showed that more then 90% of women who were sexually abused were wearing casual non sexy clothes. 93% of them were scared to contact help centres because of the victim blaming issue.