JOHANNESBURG, August 7, 2014 – Yesterday Facebook descended into a state of mild hysteria as a number of local, female celebrities in high-profile relationships suddenly announced that they had gone single. Some fans offered their sympathy, some were in total denial and others speculated about a Facebook bug or wondered whether there was a bigger conspiracy behind it all.
Everybody’s questions were answered this morning when these Facebook ‘breakups’ were revealed to be a part of the POWA ‘More Than a Click’ campaign. POWA (People Opposing Women Abuse) in collaboration with Ogilvy & Mather Johannesburg, launched the ‘More Than a Click’ campaign during Women’s Month as a way to draw attention to the plight of abused women in South Africa.
The campaign is based on the key insight that in today’s social media obsessed world, ending a relationship seemingly takes just one click on the ‘change your relationship status’ button on Facebook. We can go from ‘in a relationship’ to ‘single’ in literally one second.
However in the real world, for many abused women of domestic violence, changing their relationship status is a difficult and often terrifying process – but one that POWA can help women through. “Sadly, many people still believe that it is easy for a woman to leave an abusive relationship. The reality is that it’s not that simple. It requires courage and can be very difficult, even dangerous, if there isn’t a strong support network in place,” said Nhlanhla Mokwena, Executive Director of POWA.
“The women coming to POWA for help are getting younger and younger, so a campaign that plays out entirely online where they could be more receptive to our message made sense,” said Corli de Kock, Social Strategist at O&M JHB. “Based on Facebook research we also knew that there is a 225% increase in interaction on the day of a breakup post, which would up our chances of reaching more people through this important campaign.” The second phase kicks off today with a call-to-action from the celebs for their followers to also each change their status and donate to the cause.
If people want to get involved with this important issue, they can SMS “POWA” to 38874 to donate R10. Alternatively they can visit POWA.co.za to find out how to become volunteers and other ways of contributing. For more, straight from the celebrities involved, watch this video. Join the online conversation through #POWAchange.
Special thanks to all the celebs who went single for the day:
The O&M JHB Creative Team:
Executive Creative Director: Mariana OKelly
Creative Director: Carl Willoughby
Creative Group Head – art director: Georja Bunger
Creative Group Head – copywriter: Tracy-Lynn King
Creative Group Head – social strategy: Corli de Kock
Account Director: Nozi Sishuba
Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 800 staff across 14 specialised companies. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, CRM, mobile, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses.
Issued for Ogilvy & Mather South Africa by:
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 11 709 6858
On behalf of:
Ogilvy & Mather South Africa
Manager, Marketing & Communications
+27 11 709 6705