Saatchi & Saatchi Belgrade (SERBIA)
|Fund B92, Safe House for Victims of Domestic Violence: "One Photo a Day in the Worst Year of My Life"||47-01249-INT|
Agency (& City): Saatchi&Saatchi Belgrade
Executive Creative Director(s): Veljko Golubovic/ECD
Creative Director(s): Zarko Veljkovic
Associate Creative Director: Dragana Petkovic
Account Supervisor: Sonja Milovic
Account Manager: Zorica Marjanovic
Planner: Tatjana Milnovic
Designer: Ana Cvetkovic
Agency Producer(s): Ivan Zornic
Film Director(s): Zarko Veljkovic; Dragana Petkovic
Production Company (& City): Saatchi&Saatchi Belgrade
Domestic violence has seen a steady rise in Serbia. In 2012 every third woman was victim of some form of violence. This is one of the most widespread, but hidden problems in society. We created a PSA to break that silence and put this issue into focus.
Strategy was to use most popular and open channel for viral distribution of a shocking video clip that informs the public about the problem and encourages the victims to seek help.
Idea: Use YouTube’s popular format in which a person takes one photo every day for a year, but this time with a shocking twist. Photo series starts as usual with a smiling woman. But soon her smile fades, and signs of violence appear. In the final frame she holds a sign: “Help me, I do not know if I will survive until tomorrow.”
Video was designed to provoke and in the first stage uploader could not be verified. This created controversy whether it is an actual victim of abuse or campaign.
In less than a week video hit 3 million views and entered 5 most popular videos on YouTube. Video shares via Facebook exceeded 100,000. Tens of thousands of comments were generated.
Individual cry for help became universal call for action. All local and hundreds of international media published the news. They exposed alarming statistics in their own countries, raising awareness and starting conversations on a global scale. Number of media impressions in the first week exceeded 45 million.
Campaign brought the issue of domestic violence back on the national agenda. Two new shelters for women will be opened in Serbia.
Safe house for victims of violence is a civil society organization that provides shelter and support to victims of domestic violence. It also focuses on building awareness about the issue of domestic violence through other forms of social activism.