Nir Refuah
Executive Creative Director at Casanova McCann
Bucharest, Israel
TitleDon't erase what happened
Agency
Campaign Don't erase what happened
Advertiser Association of Rape Crisis Center
Brand Association of Rape Crisis Center
PostedMay 2011
Business Sector Anti-Domestic Violence, Sexual Abuse
Tagline Don't Erase What Happened
Philosophy An email was spread with a Word doc attached. The MS Word “track changes” function was enabled, and Details were given in the email of what viewers might find in the attachment—a young girl’s letter to her sister, mildly recounting her attack. the Track changes function revealed deletions from the story, painting a more complete, graphic picture. 
Problem 1 in 3 Israeli women are sexually assaulted. only 10% come forward. The rest try to “erase” what happened. 
Result The idea of “erasing” started hundreds of conversation and incited outrage. Awareness spiked and some People broke their silence. 
Media Type Digital
Creative Director
Creative Director

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