FoxP2
1st for Women

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combined reach

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hours of video watched

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increase in traffic

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women asked for help

Challenge

1st for Women (FFW) is a challenger insurance brand specifically designed for women. Our aim was to position FFW as a leader in the fight against abuse of women during the global 16 Days of Activism against Gender-Based Violence campaign.

In a country where gender-based violence is widespread, desensitised and almost normalised, our challenge was to mobilise a nation to notice, rethink and pledge to fight against it.

Solution

For 16 nights we projected personal tributes, written in light, onto some of the darkest places in South Africa – the actual locations of femicides, turning #16DaysOfActivism into #16DaysOfLight.

Each day, we released a new film that gave numbers a face, a place, a real human story – brought to life, one by one, in a harrowingly poetic way that was impossible to ignore. Viewers were directed to for-women.co.za where they could pledge their support against gender-based violence, or ask for help if they needed it.

Results

  • 41.5m combined reach
  • 4,400 hours of video watched
  • 2,000% increase in traffic
  • 456% increase in pledges
  • 147 women asked for help