Foundation for Women and Children

Stop Tapping

Agency: FP7


Physically abusing a woman is prohibited in every religion. Yet, it happens.
In Islam, men have been found misuse phrases from religion as a justification for domestic violence; such as “If you want your wife’s attention, you may get it with a light tap.” (Religious verse in Islam)
If even a tap hurts one’s wife, it is not acceptable, because Islam commands men to be kind and compassionate to women, and if they hurt a woman, it is said to be hurting God.
But men misuse the ‘light tap’ as a justification for physical domestic abuse as those light taps escalate and cause serious harm to women.
We turned the “Tap” feature of Instagram Stories into a tool against domestic abuse. And showed men that what they misused as a ‘light tap’ was actually domestic abuse.
Through a woman’s profile, we followed men as they were drawn to visit her profile on Instagram (@lifeof_farah) and uncover her Instagram story by tapping on the Play button.
Then, as they tapped through her Instagram story, they saw how a light tap can escalate.

This professional campaign titled 'Stop Tapping' was published in United Arab Emirates in May, 2017. It was created for the brand: Foundation for Women and Children, by ad agency: FP7. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 6 years ago.


Advertising Agency: FP7/McCann, Dubai, United Arab Emirates


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