The Question:
Can we create a video that challenges myths about rape and negative attitudes towards women, including the assertion that a woman is provoking rape if she's drunk, wearing revealing clothing or acting flirtatiously? Tough issues that required a hard-hitting answer.
The Answer:
We conceived and produced a film that would get people talking in the run-up to Christmas; when rape and sexual assault are at their highest levels. Through a compelling dual storyline and uncompromising creative, our aim was to drive 16 to 35-year olds to the campaign site and provoke an opinion. This was posted on the Stop Blame website, YouTube and supported by radio, outdoor and a digital campaign.
The Result:
9,500 viewings on the website from 79 countries. 82% of traffic to the site was driven by Facebook and 86.6% of total traffic came from referring sites e.g. blogs. On YouTube, there were 4,170 viewings with an equal gender split. 54% of the audience fell within the target age-range of 16-35. To date, it has had a further 32,000 views, adding up to a total of around 36,500 viewings.
A tight turnaround:
A tight turnaround:From the initial briefing we only had twelve days to get the campaign live, so no time for pre-launch impact research. Despite this, as the results indicate, the campaign was a success and although controversial, it did spark debate and in doing so, achieved its primary aim.
