2020 Glass: The Award For Change

3919

Title3919
BrandSIG (SERVICE D'INFORMATION DU GOUVERNEMENT)
Product/ServiceSIG
Category A01. Glass
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Media Placement DENTSU PARIS, FRANCE
Production GENERAL POP Pantin, FRANCE
Credits
Name Company Position
Antoinette Beatson BETC Executive Creative Director
Julien Deschamps BETC Associate Creative Director
Julien Schmitt BETC Art Director
Arthur Pelissier BETC Graphic Designer
David Campese BETC Copywriter
Jules Blondeau BETC Community Manager
Anaïs Grelet BETC Traffic Manager
Caroline Bouillet NA TV Producer
Caroline Bouillet NA TV Producer
General Pop General Pop General Pop Production
RFI RFI RFI Radio Production
Emmanuelle De Montesson BETC Agency Management
Anne-Laure Weulersse BETC Agency Management
Annaëlle Foy BETC Agency Management
Charlène Heurtebise BETC Agency Management
Laurene Delaunet-Lales BETC Agency Management
Bao Tu-Ngoc BETC Creative Strategist

Background

Situation: In 2019, France was facing a serious problem with domestic violence: a woman was killed every 2 days by her partner or ex. A number that had never been as high since the 90’s. France became the second most affected country by feminicides in Europe. But France already has a solution that has existed since 1992: 3919. 3919 is the national helpline for victims or witnesses of domestic violence. Problem: Only 11% of French people knew of 3919. Brief: Raise awareness for 3919 and the domestic violence issue to change things on a massive scale.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

In France, one women is killed every two days due to domestic violence. France has the second highest rate of feminicide in Europe (2019). 3919 is the national helpline for victims or witnesses of domestic violence, however only 11% of French people knew about 3919.

Describe the creative idea

Save the date, save a life. In French, the 3rd of September 2019 can be written as 3/9/19. So we transformed 3/9/19 into a national day to raise awareness about 3919 and generate a nationwide debate about domestic violence.

Describe the strategy

To put 3/9/19 national day in the media spotlight with a small budget, we needed to rally a lot of powerful figures: major media owners, celebrities, NGOs, politicians. 1/ To get some attention and interest, we gathered some ambassadors who launched the idea and appealed to others to join. 2/ This ambassador strategy allowed us to implement a partnership with major media owners. We worked with them on some content/features dedicated to the cause. 3/ With media on our side, we could gather many more opinion leaders. 4/ It was then easy to convince politicians to make 3/9/19 an issue in the political agenda. They agreed to come together with NGOs and citizens to launch a nationwide debate on 3/9/19. 3/9/19 enabled us to rally everyone and focus all efforts on one single day to raise awareness about domestic violence and its helpline number 3919.

Describe the execution

1/ We created a very simple logo for our national day. It showed the helpline number 3919 and the date 3/9/19. 2/ We gathered our ambassadors (TV hosts, actors, musicians, a soccer world champion, a famous chef) in a video to appeal for people to join the date. 3/ We worked in partnership with major medias to develop some dedicated content/features: live coverage, debates, special news editions, thematised broadcasts. 4/ We made our logo available and shareable on every social platform: simple post and profile picture filter on Facebook, illustrations of artists that could be shared in Instagram stories, hashtag on twitter, lense on snapchat. 5/ We printed 50 000 badges that we sent to our partners which who had now grown in number: the famous street artist Invader, soccer world champions, the French rugby team, famous actors, famous chefs, TV hosts, politicians including government members and the French president.

Describe the results / impact

Reach: 0 paid media — 20M earned media Complete coverage by French news editions. 1 front page out of 2 dedicated to the cause in the French daily press. 150 hours of TV airtime dedicated to the cause (live, debates and special or thematised broadcasts). Logo on air all day long on major French TV channels. N°1 trending topic on twitter in France. 1.5M shares of the logo. Awareness: 3919 awareness rate durably multiplied by 5. +300% daily calls 3 months after 3/9/19. Social/Politics: Creation of a national day against feminicides. Quoted as an example by the UN on Twitter. Government put forth 5,000,000 € in funding for 3919. Launch of an official 3/9/19 three month nationwide debate. Led to 14 new law articles to protect victims Feminicides: Feminicides numbers have dropped by 38% so far in 2020 (source @Noustoutes).