Ogilvy South Africa

The Rape Page

Rape Crisis

The Brief

It is estimated that 40% of South African women will be raped in their lifetime, and only 8.6% of perpetrators are convicted. One of the biggest factors contributing to this is the lack of usable evidence, due to it being compromised through incorrect gathering methods. It’s Rape Crisis’ mission to help empower rape survivors. Whether it’s through their 24hr crisis line, seminars, or by providing information that could lead to a conviction – something as simple as using newspaper instead of a plastic bag could be the difference.

The Solution

To demonstrate this, we turned an everyday piece of newspaper into a weapon against rapists. We flighted it in the centre page of a local newspaper in one of the most severely affected communities and then mobilized prominent influencers, and online women groups to spread the message online.