Ministerio del Interior, Colombia

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Challenge

Behaviour Change

Summary

To stop domestic abuse in Colombia, we created an advert that only women could see.

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The Campaign

Over 400,000 women in Colombia suffer domestic abuse annually. With many victims too afraid to report abuse -fearing retaliation – digital has become the go-to platform for help. The call to action needed to be direct and encouraging to educate the victims that failing to report it could be more dangerous.

As our target continued to search for help, we would show increasingly dramatic videos, personalising in real time. Using a mixture of cookie, sequential targeting and analysis of search terms and browsing patterns to identify and track the target audience to deliver the message.

Results

Increase in National Helpline calls
23%
Increase in website traffic
197%
Media effectiveness increase
25%

Awards

Festival of Media Global Awards 2017
Silver
Best Targeted Campaign

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