Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Blamé"
YWCA
Juniper Park\TBWA

Everyone agrees sexual violence against women has to stop. But very few cases get prosecuted due to the tendency of our justice system, and public opinion, to massively blame the victim.

Victim blaming keeps women from reporting rape. Out of 1,000 rapes, only 3 lead to conviction.

 In light of this, Juniper Park\TBWA and YWCA launched Blamé, a boutique for women who dress to get raped.

A fully integrated campaign gets the word out. Hundreds showed up, but nothing was for sale. Clothing tags carried the words of victim blamers. There was zero media dollars spent yet 5 million impressions, with the campaign leading one Federal judge compelled to resign.