|Title||Stop Judging. Start Helping.|
|Agency||M&C Saatchi Abel|
|Campaign||Stop Judging. Start Helping.|
|Date of First Broadcast/Publication|
|Business Sector||Institutional/Public Interest/Non-Profit Org.|
|Tagline||Stop Judging. Start Helping.|
We identified 3 famous South African women, who have been stereotyped through their career, to use their status in magazine environments where they would usually appear. Only this time, their exposure came with a very surprising message, addressing the stereotypes they are known for.
We used this superficial environment of beauty, glamour and style within the magazine to shame other women into participating and supporting a worthy cause. They could do this by means of a simple sms donation.
The concept of the campaign relied solely on the power of provocative headlines to capture the attention of the reader. The 3 selected female celebrities had to agree to address their stereotypes head-on. No euphemisms, no compliments, as without these thought-provoking words, the campaign would merely have resulted in typical “celebrity/fashion wallpaper” executions – nothing to remember or take note of.
As a result, each execution then highlighted the very judgmental nature of women and inviting them to Stop Judging, and rather Start Helping. Examples of bold headlines used:
Following these provocative headlines, the bodycopy then explained more about WHEAT and asked readers to help make a difference by donating via sms.
• South Africans have become apathetic towards people asking for donations – there’s not a street corner or a parking spot these days where one would not encounter yet another desperate plea for money.
We identified 3 famous South African women, who have been stereotyped through their career, to use their status in magazine environments where they would usually appear. Only this time, their exposure came with a very surprising message, addressing the stereotypes they are known for. The following 3 female celebrities featured, agreed to participate in our campaign for free:
Soon after the campaign broke, the Client informed the Agency that they received donations (directly as a result of the print advertising) to the value of R80,000 already.
|Media Type||Case Study|
|Executive Creative Director||Mr. Gordon Ray|
|Creative Director||Ms. Sonja Fahn|
|Art Director||Ms. Sonja Fahn|
|Copywriter||Ms. Kayli Vee Levitan|
|Producer||Mr. Bronwyn Henry|
|Account Manager||Ms. Sarah McDonald|
|Business Director||Mr. Wouter Lombard|
|Photographer||Ms. Gerda Genis|