GUILTY CLOTHES

ClientSURVIVORS TRUST
Category B08. Events & Stunts
TitleGUILTY CLOTHES
Product/ServicePROJECT AGAINST VICTIM BLAMING
Entrant MARVELOUS Moscow, RUSSIA
Idea Creation MARVELOUS Moscow, RUSSIA
Media Placement MARVELOUS Moscow, RUSSIA
PR MARVELOUS Moscow, RUSSIA
Production ZARYA FILMS Moscow, RUSSIA
Credits
Name Company Position
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.