Amnesty International: NO MEANS NO

Credits & Description:

Type of entry: Sectors & Services

Category: Public Affairs

Advertiser: AMNESTY INTERNATIONAL NORWAY

Product/Service: AMNESTY INTERNATIONAL

Agency: TRY/APT ADVERTISING AGENCY Oslo, NORWAY



Art Director: Sara Hødnebø (Try/Apt)

Copywriter: Lars Joachim Grimstad (TRY/Apt)

Copywriter: Rikke Sofie Jacobsen (TRY/Apt)

Copywriter: Caroline Ekrem (TRY/Apt)

Art Director: Egil Pay (TRY/Apt)

Art Director: Sebastian Prestø (TRY/Apt)

Art Director: Anders Holm (TRY/Apt)

Account Supervisor: Lars Mitlid (TRY/Apt)

Account Supervisor: Fred Kihle (TRY/Apt)

Account Manager: Marte Heiersted (TRY/Apt)

Account Manager: Linda Tiller (TRY/Apt)

Director: Hans Petter Moland (One Big Happy Family)

Producer: Mone Mikkelsen (One Big Happy Family)

Producer: Helene Hovda Lunde (One Big Happy Family)

Art Director Assistant: Ole Jakob Bøe Skattum (TRY/Apt)

Designer: Jan Kristian Haavi (TRY/Apt)

Developer: Thomas Sømoen (TRY/Apt)



Describe the campaign/entry

In Norway a rape is not considered a rape unless it involves threats or violence. The victim´s protests are not enough according to the law. In other words, Norwegian girls have lost their right to use their voice - the right to say NO.



Our goal was no less than this: To change the law - because No means no.



We needed to raise public awareness on the matter - and to challenge people´s sense of justice.



To achieve this, we needed a campaign that created PR and raised a debate in the media.



The key element was an interactive video where we muted a girl´s voice while showing a rape, which was not considered a rape by the Norwegian law.



When signing the petition to change the law, the movie rewound, the girl got her voice back and the rape never happened.



The video spread instantly and people stated in social medias that this was in fact a rape. All kinds of media picked up the buzz and we got the public debate we wanted. And, best of all: After one day, the Minister of Justice stated on prime time TV that they would look into the law.



Finally - 8 months later, the Minister of Justice and the Government made an official proposal to rewrite the law according to the campaign's message. Stating on the biggest news channel (NRK) that No means No.



Describe the brief from the client

Our goal was to change the law. Target audience: The Norwegian public - and politicians.







Results





We achieved our big, hairy goal: The law is being changed.



In February 2013, the Minister of Justice and the Government made an official proposal to rewrite the law. Stating on the biggest news channel NRK, that No should mean No. The public debate is now referring to rape as sex without consult. Our campaign was a part of the educational program this spring for 60 000 students. When learning about sexual assault the whole program was based on our video and campaign.







Execution





Our first target audience was the Norwegian public. We made an interactive video people could share. In the video we muted a girl´s voice while showing a rape, which was not considered a rape by the Norwegian law. We asked people to help change the law. When signing the petition, the movie rewound, the girl got her voice back and the rape never happened. People started sharing the video and stating in social media that this was in fact a rape, encouraging their friends to watch the video and sign to help change the law.







The Situation





In Norway a rape is not considered a rape unless it involves treats or violence. The victim´s protests is not enough. In that sense, Norwegian girls have lost their right to use their voice -the right to say no. Because of a vague law, young Norwegians are confused whether or not it's rape when a girl says no. To remove all doubt, we need a clear law that stated: sex without consent is rape. To reach politicians and change the law we needed peoples signatures. To get them,we had to make it clear that sex without consent is in fact rape.







The Strategy





To change the law and get the politicians attention we needed signatures from the people - and a public debate no the matter. So our strategy was to reach the Norwegian public and the media. We started to challenge people´s sense of justice. And we decided to show, not just tell.