Advertiser: N.O. - FIGHT VIOLENCE AGAINST WOMEN
Agency: ACW GREY TEL AVIV
Category: Public Awareness Messages
Advertising campaign: THE NEVER AGAIN RADIO EVENT
Other Credits: Art Director: Karin Gross
Scriptwriter: Kobi Cohen
Agency Producer: Meital Tzoref
Producer: Digital Producer: Ofer Klein
Agency Producer: Rony Brand
Sound Engineer: Roy Dotan
Sound Studio: Signal
Chief Creative Officer: Tal Riven
Music: Tomer Biran
Other Credits: Editor: Ilan Manor
Other Credits: Narrator: Orly Rabinian
Other Credits: Photographer: Avner Elcaras
Agency Producer: Yael Hermesh
Brief Explanation
Problem: Israeli government reports 145,000 battered women but the police claim it is only 11,866. The objective was to encourage women to file complaints and not accept their partners' typical apologies.Solution: On International Day for Elimination of Violence against Women, anchors dedicated songs to women from their partners, apologizing for beating them. Seconds into the song anchors revealed the fake dedication illustrated what battered women face everyday, prompting them to call N.O. support centers. Result: With zero budget, we've reached in one day, tens of thousands of listeners across the country, leading to an all-time record, a 49% increase in the number of calls.
Script In English
ANNCR: The following broadcast is a radio event, presented by top anchors from Israel's leading radio stations, to mark The International Day for the Elimination of Violence against Women. Throughout the day, anchors made use of radio requests, one of the medium's oldest and best recognized features, to send a message that couldn't be ignored.RADIO DJS TALKING IN HEBREW THROUGHOUT, TRANSLATOR OVER THE TOPTRANSLATOR: 102FM, Radio Tel Aviv. The next song, coming in through Facebook goes out to Karin, from Ido, her husband..To Shirley from Roy, who says that he's really really sorry, from the bottom of his heart, that he lost it last night. And he promises that he'll treat you as his queen. It just happened...and this is the last time, really, truly, honestly. The last time that he hits you! And he never meant to hit you. He never meant for you to end up in a hospital. And he promises that next time he won't lose control. And...here's the song. SONG: BABY CAN I HOLD YOU TRANSLATOR: Dear listeners, we just wanted to show you what dozens of battered women in Israel go through, hoping every time that, "this is the last time". We here at radio Tel-Aviv...RADIO DJS: (IN HEBREW) Radio Erzlia, The IDF radio, 99FM, 103FM, Radio Hakaze, Radio Jerusalem 101FM, Israel morning show...TRANSLATOR: And other radio stations all over Israel, along with N.O. – Women's Aid Organization, are marking The International Day for the Elimination of Violence against Women, and letting you know, that If you need help, or if you know someone who needs help, all you have to do is call their hotline,RADIO DJ: (IN HEBREW) 24 hours a day, at 1-800-353-300. N.O. organization. ANNCR: Following these broadcasts, hotline calls went up 50% during the week. Throughout the following month calls were up 25%, an all time record. But most importantly, we've reached thousands of battered women who had never sought help.