THE HARROWING AD CAMPAIGN HITTING CLOSE TO HOME ON RAPE
It is estimated that 40% of South African women will be raped in their lifetime and only 8.6% of rape perpetrators are convicted. Unfortunately, most people believe these rapes only occur in dark alleyways by hooded strangers.
Rape Crisis’ new campaign reveals that the truth is a lot closer to home.
68% of rape survivors know their rapist. They have had their trust broken in the workplace, home, communities, and other places that should very well be a place of safety. They have been betrayed by a friend, husband, family member and colleague.
If women can’t trust those closest to them, who can they trust? Many struggle to speak out about their experiences for fear their trust will be further betrayed.
The harrowing campaign uses radio ads featuring actual survivors, to inform women that if they have no one speak to, they can speak to a trained Rape Crisis counsellor through a dedicated 24hr crisis line.
This will also be supported by online film, and a surprising print campaign that communicates the dark secret that 68% of survivors are raped by someone they know.
The campaign was created by Ogilvy Cape Town with the help of Giant Films, We Love Jam and photographer David Prior.
Hear the radio spots below:
- The Field: https://youtu.be/qV5iI6Rj5Yw
- The Bedroom: https://youtu.be/mWgqOk8EFN8
- The Kitchen: https://youtu.be/JwEGpMerN3A
Watch the Rape Crisis ad here: https://www.youtube.com/watch?v=IuBwyZkWXP0