How often have people listened to an ad while watching the skip countdown? This campaign will thwart their impatience. Paris agency, Australie, has made the voices of women who have been victims of domestic abuse unignorable for La Fondation des Femmes. It has hijacked the Skip Ad button. The ads are unskippable.
The donation campaign, #NePasIgnorer, responds to reports of violence against women reaching record numbers since #MeToo. Resources for victims have also diminished. The campaign idea is based on the observation that women’s voices, victims’ needs, and the recommendations by associations are still too often ignored.
#NePasIgnorer is designed to emphasise the urgency of protecting women who are victims of violence, and support grassroots organisations. The campaign features the participation of a number of prominent public figures, including singers, Amel Bent and Mathilde; and actresses, Julie Gayet, Muriel Robin, and Camille Lellouche; as well as Caroline Darian, founder and president of the association M’endors Pas, and Diariata N’diaye, President of the association, Résonantes, and founder of the App-Elles application, who shared their testimonials to highlight the harsh realities faced by victims of domestic violence in France. Radio presenter, Enora Malagré; actress, Anne Le Nen; singer/actress, Yael Naim; journalist, Elsa Wolinski; actress/singer, Nadège Beausson-Diagne; actress/filmmaker, Isild Le Besco; playwright/actress, Roukiata Ouedraogo; screenwriter, Fanny Herrero; and actress Olivia Cote also lent their faces to the campaign to emphasize the urgency of the cause.
Most notable is the participation of Caroline Darian, daughter of Gisèle and Dominique Pelicot, the latter of whom stands accused of organising and recording sexual assaults on his heavily sedated wife, involving at least 72 men. A victim herself of her father’s abuse, Caroline and her family have been steadfastly supporting her mother, Gisèle, who has been hailed as a national heroine for her courage in publicly sharing her story during the trial over the last few months.
The campaign is driven by four striking statistics, illustrating the lack of resources available to protect women victims of violence:
● 94% of rape complaints are dismissed.
● 40% of domestic violence victims stay because they have nowhere to go.
● In 1 in 3 conjugal femicides, violence had already been reported.
● 91% of rape victims know their attacker.
The campaign is running from November 19 to December 31, with all funds raised going toward supporting grassroots organisations and strengthening the support and protection for women victims of violence. On November 25, the International Day for the Elimination of Violence Against Women, the campaign was amplified through an influencer-driven inspired by the campaign’s outdoor visuals.
Anne-Cécile Mailfert commented, “With #NePasIgnorer, we want to raise awareness about the growing gap between the needs of women victims of violence and the resources allocated to them. Despite the rise in public discourse, actions have not followed, leaving thousands of women without protection, justice, or solutions. This campaign is a call to stop looking the other way, to act and make a difference, because together, we can save lives.”
Gilles Masson, president of AUSTRALIEGAD Group, added, “This is the second campaign we have worked on with the Foundation to support its public outreach. The message has never been more relevant, and donations are the primary tool to help women victims of violence. Their message can no longer be ignored—that’s the core of this campaign. It is no longer just about listening but, above all, about taking action and, starting with donating.”
