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LLORENTE & CUENCA - Public Service Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: LLORENTE & CUENCA, Madrid, Spain
Company Description: LLORENTE & CUENCA is the leading communication, public affairs and reputation management firm in Spain, Portugal and Latin America. The team is integrated by 22 partners and more than 482 professionals who provide strategic communications consultancy services to companies in all business sectors targeting the Spanish- and Portuguese-speaking markets.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Public Service

Nomination Title: S.O.S. HER. Trapped in a Violent Reality by Avon Foundation

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Introduction

Since 2008 in Argentina, Fundación AVON has been developing actions to eradicate violence against women through its “Alza la voz Contra la Violencia de Género” Program Raise your Voice against Violence against Women, defending women’s rights and looking out for their physical, emotional and social integrity through awareness, training and online actions. According to statistics, one out of three women in the world suffers violence. In Argentina, a woman dies from this every 30 hours.

To celebrate the International Day for the Elimination of Violence against Women (25 November), Fundación AVON developed its campaign entitled ‘S.O.S. ELLA: Atrapada en una Realidad Violenta’ S.O.S. HER: Trapped in a Violent Reality. The campaign was supported by the National Women’s Council and the NGO La Casa del Encuentro, and was aimed at enabling society to see first-hand what a woman experiencing gender-based violence suffers every day through the use of new virtual reality technologies. ‘If you feel it, you take action’: the campaign is based on the idea that we sometimes need things to happen to us directly for us to be truly aware of the problem.

Development

Via a 360º video, the main goal of the initiative was to raise awareness about violence against women by inviting viewers to put themselves in the place of the victim so they can later take action and help eradicate this problem. It was based on the premise that the number of femicides and collateral child and teenage victims can be reduced through the early detection of violence.

To develop the ‘S.O.S. ELLA: Atrapada en una Realidad Violenta’ campaign, examples were taken from real testimonies from women who have suffered episodes of violence. Using that material and with the work of three actors who assumed the roles of father, mother and daughter, a script was written to reflect a situation of violence against women in a family home. The 360º video was filmed and communication material was produced.

Implementation

Journalists, opinion leaders, representatives from NGOs and government authorities were subtly invited to the campaign launch with a card accompanied by a rose, simulating a love letter sent by the father to the mother as an apology.

The invitation also included a call to action to visit the campaign website (www.sosella.org) in order to learn more about the story, thus helping to build greater expectations about the experience to be had by those attending the launch.

On the day of the event, which took place in the house used to make the film, the attendees were met by an actress playing the role of the mother’s sister who explained the situation she was suffering and got participants involved by making them interact with the story. She then invited them to walk through the various rooms of the house to experience the sensations that affect the victim. In the kitchen, the guests were able to live the 360º experience and meet the father after completing the tour. Finally, in the house’s garden, the guests were able to share and leave a record of their recent experience via testimonial videos.

At the same time as the activity was taking place, it was possible to view the ‘S.O.S. ELLA: Atrapada en una Realidad Violenta’ video on online channels:
Youtube https://www.youtube.com/watch?v=EOTBQ1Z0sww
Facebook https://www.facebook.com/pg/FundacionAvonArgentina/videos/?ref=page_internal and
the campaign website http://sosella.org/

On the days following the presentation, a kit was sent to those who did not attend with content on the campaign and a way in which to view the 360º video.

Results
Over 70 people attended the launch event. The campaign obtained approximately 100 impacts in the national and international media - audio-visual, graphic, digital and social media networks - with a press value of USD 127,775.21 and 53,902,879 contacts reached. The 360º video was viewed 378,000 times on Facebook and over 700,000 times on YouTube.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

- According to statistics, one out of three women suffer gender-based violence in the world and, in Argentina, a woman dies from it every 30 hours
-The goal for the ‘S.O.S ELLA’ campaign was to raise awareness about violence against women by using new virtual and immersive reality technologies to show society first-hand what a victim of violence against women suffers every day
-The initiative was supported by the National Women’s Council and the NGO La Casa del Encuentro
-Over 70 people attended the launch event
-The campaign obtained approximately 100 impacts in the national and international media - audio-visual, graphic, digital and social media networks - with a press value of USD 127,775.21 and 53,902,879 contacts reached
-The 360º video was viewed 378,000 times on Facebook and over 700,000 times on Youtube.