Psychological abuse towards women often goes unnoticed to the majority of the population. The victim’s suffering is not made public and therefore society is not aware of the problem, and isn’t involved in solving it. “Women for health” is an organization that has worked for years to denounce the situation and change this routine.
IDEA
We wanted to make society aware of the problem and to do so we made them live it firsthand. To do this, we created a situation in which the user had to “accept” the abuse he was suffering. We sent a link to influencers that trapped the user in his browser. To get out of this situation, he had to “accept” the abusive messages shown. After accepting 12 vexatious messages, he was redirected to a landing page in which we associated the feeling of frustration and abuse the user was suffering to the one abused women feel. To spread our link throughout the web we sent it masked in a typical viral message: “Thousands have already lived it. Don’t miss it out!” Every person reached could share it on Facebook, Twitter, or by email with a simple tap or click. Also, it went viral through WhatsApp and SMS.
RESULTS
In the first week 863.256 people had to “accept” the abuse. In the landing page we suggested the use of 016, the official abuse helpline in Spain. It’s a totally confidential number that doesn’t even appear on the telephone bill. We trust that each day there are fewer women that have to use it.
