| Title | Stop Tapping |
| Agency | FP7/DXB - McCann Worldgroup |
| Campaign | Turning Instagram stories' tap feature into a tool against domestic abuse |
| Advertiser | Dubai Foundation for Women & Children |
| Brand | Dubai Foundation for Women & Children |
| Date of First Broadcast/Publication | 2017 |
| Business Sector | Anti-Domestic Violence, Sexual Abuse |
| Story | For the Dubai Foundation for Women & Children, in order to help create awareness among men regarding how what they think is a light tap can escalate into something far more damaging, the agency has used Instagram stories’ tap feature as a tool against domestic abuse; through the story of @lifeof_farah. Men are being invited to visit her profile on Instagram (@lifeof_farah) to tap on the Play button. And discover the damage domestic abuse can cause, one tap at a time. People across the UAE are also being invited to raise awareness about this message by @dfwac, by sharing the images from the story and tagging @lifeof_farah and @dfwac. Within a few hours of it going live, leading Arab female influencers and human rights activists such as the host of “Project Runway Middle East”, Jessica Kahawaty (@jessicakahawaty), have also endorsed the message and the story. And it’s continuing to grow organically. |
| Philosophy | Most cases of domestic abuse start with what men think is a light tap. |
| Media Type | Case Study |
| Length | |
| Art Director | Yasmina Boustani |
| Art Director | Georges El Ten |
| Account Director | Vicky Kriplani |
| Executive Creative Director | Paul Banham |
| Creative Director | Oliver Robinson |
| Designer | Erol Salcinovic |
| Strategic Planning Director | Tahaab Rais |
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