The Brief: Increase sexual assault awareness in Israel. Empower victims to speak out.
The Problem: 1 in 3 Israeli women are sexually assaulted. only 10% come forward. The rest try to “erase” what happened.
Creative Execution: An email was spread with a Word doc attached. The MS Word “track changes” function was enabled, and Details were given in the email of what viewers might find in the attachment—a young girl’s letter to her sister, mildly recounting her attack. the Track changes function revealed deletions from the story, painting a more complete, graphic picture.
Results: The idea of “erasing” started hundreds of conversation and incited outrage. Awareness spiked and some People broke their silence.
Download the doc file.
This professional campaign titled 'Don't erase what happened' was published in Israel in April, 2011. It was created for the brand: ARCCI, by ad agency: McCann. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 12 years ago.
Advertising Agency: Mccann Erickson, Tel aviv, Israel
Creatives: Nir Refuah, Eldad Weinberger
Copywriter: Dana Saka lapinsky