This campaign was made to promote 3919, the French national helpline for victims or witnesses of domestic violence. This number has existed since 1991, but only 11% of French people knew about it in 2019 – the most lethal year in terms of feminicides since the 90’s. To make 3919 known quickly and for good, we created a national day on the 3rd of September 2019. In French we write this date 3/9/19 like 3919. On 3/9/19, the whole country united to raise awareness about 3919 and domestic violence.
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 creative idea (20% of vote)
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 PR strategy (30% of vote)
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 PR execution (20% of vote)
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.
List the results (30% of vote)
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).