Amnesty International - "Every NO Ought To Be Heard"

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgium

4883

This ad is part of the ACT Responsible Collection

Brand: Amnesty International
Country: Belgium

Advertiser: Amnesty International

Title	Every NO Ought To Be Heard
Agency	Air, Partner of McCann
Campaign	My Body, My Right
Advertiser	Amnesty International
Brand	Amnesty International
Date of First Broadcast/Publication	2013
Business Sector	Institutional/Public Interest/Non-Profit Org.
Tagline	No always means no
Story	“Can you help me do the dishes, can you take out the garbage...” We all know these everyday questions. And it’s generally known that men tend to develop a selective hearing for the things their partner says or asks. But sometimes this goes further than just ignoring a simple question... That’s why Amnesty used “having hearing problems” as a creative vehicle for it’s campaign. Because some men seem deaf to the NO of their partner... and become rapists. In Belgium for example there are 8 reported rapes per day, 25% even by her own partner. In fact 56% of the Belgians know a victime of sexual violence. With our campaign, we point out that saying NO is a basic right and should never fall on deaf ears.
Problem	How can you create attention about rape in an impactful manner? When people don’t expect it at all...We invited people to take a online test by a fake brand. For this, we developed an actual online hearing test, but changed the typical beep by the sound of a woman screaming ‘no’ (from a soft whisper till a loud scream). At the end of the test we showed the participant’s result and reveal the key message by Amnesty International. “Every NO ought to be heard.” We then asked to share their result to spread the word.
Result	It didn’t take long for the press to jump on it, we got covered by the flemisch and french tv news, radio , national and international press + a whole debat started on blogs, facebook and.... in the Belgian Parlement. The test results were massivly shared among Facebook users and generated traffic towards the website.
Media Type	Outdoor/Out of Home
Length	105 seconds
Creative Director	Marie-Laure Cliquennois
Creative Director	Grégory Ginterdaele
Creative / Art Direction	Karl Magnus
Creative / Art Direction	Wendy Wauters
Graphic Designer	Aldjia Bessalah
Web Graphic Designer	Greg Pin
Web Development	Gilles Deketelaere
Creative Producer	Marie Libouton
Creative Producer	Bérengère Lurquin
Account Manager	Julie De Smedt
Account Manager	Elderd Bolhuis