When you can’t see something, your imagination fills in the gap. That’s an asset that MullenLowe New York and Mediahub have used in their public service campaign for UN Women calling to end violence against women. The campaign points to the legal gaps across the world relating to violence against women – the legality of certain acts, which is one of the key problems that needs to be removed.
While the images shown in the campaign were created from scenes of a nonviolent nature and were not produced from images of any individuals experiencing violence in any form, the effect they create when pixelated and juxtaposed with the headlines is deeply impactful.
The campaign coincides with 16 Days of Activism against Gender-Based Violence, an annual international campaign that kicks off on November 25, the International Day for the Elimination of Violence against Women, and runs until December 10, Human Rights Day.
“Ending violence against women and girls need effective laws and implementation as much as it needs strong policies, funding for essential services and for organizations responding to this crisis, and culture change that challenges stereotypes and societal norms that often shame the survivors of gender-based violence,” noted Oisika Chakrabarti, chief of a.i., communications and advocacy, UN Women. “We are grateful to MullenLowe New York and Mediahub for creating this provocative advertising campaign that sparks a much-needed dialogue and, we hope, a renewed sense of urgency, advocacy, and actions to be a part of the solution to end violence against women and girls.”
MullenLowe New York creatives brought the pro bono idea to UN Women, which was originally an activism project sparked by concern of reports of the increase of violence against women on lockdown during the COVID-19 pandemic. Media agency partner, Mediahub, then secured like-minded media partners to donate premium advertising space to reach an audience primed to be moved to activism to end gender violence.
“This was a true passion project for MullenLowe New York. I was moved from the very first time I saw the work, which is such a direct and impactful way to bring focus to a taboo topic,” stated Rebekah Pagis, managing director, MullenLowe New York. “If we are going to fight gender-based violence, we need to be able to talk about it, and this work is an important step in that journey.”
The campaign is running in the US and the UK through digital display, OLV, out-of-home, and print.
Mediahub US and UK teams sought out media partners for their high value in reaching Gen Zs and Millennials who are politically active, interested in philanthropic causes, and with a propensity to donate. Mediahub secured over US$1.2M in donated media in the US from generous partners including Vox Media, NBCUniversal, NBCU CODE, Teads, Captivate, Lamar Advertising, and Clear Channel. In the UK, the agency secured over US$450K in donated media from partners including Clear Channel UK, The Guardian, Ocean Outdoor, The Telegraph, MiQ, Teads, Hearst and Mobsta.
Credits
Agency: MullenLowe New York
Managing Director: Rebekah Pagis
Head of Strategy: Jonny Gadd
SVP Executive Creative Director: Chris Rowson
SVP Group Creative Directors: Zack Menna & Rich Singer
Associate Creative Director: Patrick Regan
Junior Art Director: Emeline Earman
Junior Copywriter: MK Holladay
VP Executive Producer, Print: Aidan Finnan
VP Associate Studio Director: Mark Danish
Executive Producer: Gillian Blain
Senior Print Producer: Rick Waller
Senior Digital Producer: Jamie Templeton
Senior Motion Designer: Yoram Ohebsion
Group Leader – Layout: Nick Minieri
Content Producer: Maurice Loach
Motion Designer: Carolina Kowalczyk
VP Senior Business Affairs Manager: Vanessa Fazio
Assistant Art Producer: Tatiana Bradley
VP Strategy Director: Evan Giordano
VP Account Director: Meredith Raskopf
Account Supervisor: Reechana Taylor
Assistant Account Executive: Caitlin Fryer
SVP Agency Communications Lead: Rebecca Sullivan
SVP Group Account Director, PR: Kalley Jolly
Account Director, PR: Erica Warren
Media: MediaHub
VP Media Director: Persephone Kazl
Media Supervisor: Mary Rose Kesser
Media Planner: Gina Jin
Assistant Media Planner: Roger Hoff
Client Partner, Mediahub UK: Chris Lewis
Client: UN Women
Chief of Communications, a.i.: Oisika Chakrabarti
Communications & Media Specialist: Sharon Grobeisen
Head of Digital & Interactive Media: Jaya Jiwatram
Audiovisual Specialist: Marisa Grattan
Head of Social Media: Sarah Gilbertz
Digital Media Consultant: June Seo
Social Media Consultant: Elif Gulec
