South Africa has the fourth highest rate of femicide in the world and in 2019, the country experienced a dramatic spike in reported incidents of gender-based violence. Yet many men are unable to comprehend that women see them daily as the biggest danger to their well-being. To get men to face the reality that South African women see them as a potential threat, Philisa Abafazi Bethu (Heal Our Women) launched a tactical campaign on Halloween. Decals referencing iconic horror movies were placed on men’s bathroom mirrors in bars, restaurants, clubs and pubs. When men looked into the mirrors, they would see themselves becoming the “stars” of the movie - the real monsters South African women actually fear.
This professional campaign titled 'Real Monsters of SA' was published in South Africa in October, 2019. It was created for the brand: Philisa Abafazi Bethu, by ad agency: HERO. This Ambient medium campaign is related to the Public Interest, NGO industry and contains 4 media assets. It was submitted over 2 years ago by Executive Creative Director: Jabulani Sigege of Hero.
Advertising Agency: Hero, Cape Town, South Africa
Managing Director: Amanda Lambe
Executive Creative Director: Jabulani Sigege
Creative Director: Toni Stein
Copywriter: Tawfeeq Galant
Copywriter: Thato Tiido Mogale
Art Director: Mzi Swartbooi
Agency Producer: Imraan Abader
Strategist: Luke De Wet
Researcher: Yusraa Abrahams
Photographer: Sean Leask
Client Liaison: Lucinda Evans