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Time

Agency: 
Published/Aired: 
December 2008
Description: 

Challenge
Women who go through domestic abuse in the UAE are hesitant to speak or complain. City of Hope is the only organisation of its kind in Dubai that provides shelter to hundreds of women and hope to all the battered and bruised housewives. They wanted us to tackle this issue in a very sensitive yet effective manner so as to raise awareness and encourage women to speak up.

Solution
We had to reach our target audience in an interesting and arresting manner. We distributed a different kind of beauty kit to women shopping in malls, especially when they are at cosmetics/beauty products stores or shops that cater exclusively to them.

Advertising Agency: JWT Dubai, UAE
Creative Director: Chafic Haddad
Copywriters: DV Hari Krishna, Doug Mackay, Rami Abu Ghazeleh
Art Directors: Kedar Damle, Arnoldfelix Fabella, Tarek Samaan
Other additional credits: Rawida Saade

Comments (17)

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Highest Rated

Guest's picture
Guest

if only copycats would stop copying and start thinking, the industry will skyrocket to a higher level.

Guest's picture
Guest

Muy bueno!!!!

primo_susto's picture
primo_susto
Activity Score 440

PEEEELaná!!!!

annasamara's picture
annasamara
Activity Score 79

I like it, really well done for a non-profit.
I think it will speak to the target audience.

The only thing that bugs me is the blank black box it comes in...
I think they could take the idea further and designed the box as well.
But as it usually goes with non-profits the money is tight,
so maybe the package design just was not in the budget.

Still, really nice.

Annya A. Uslontseva
Graphic Designer

www.auadesign.com

Guest's picture
Guest

Bueno, diferente y totalmente acorde al target.

WillBuller's picture
WillBuller
Activity Score 88

Fantastic concept.

+---------------------++++++

never stop exploring.

+---------------------------------------------------++++++

Guest's picture
Guest

An amzing way to aware people of the reality...tat is often overlooked...

Guest's picture
Guest

I'm soory guys but it was done before, by me. And after me, it was done by Leo Burnett Canada. Same idea but different type of make up we used in our executions.

hidearshake's picture
hidearshake
Activity Score 132

it's effective. good work.

Guest's picture
Guest

great medium.

miko1aj's picture
miko1aj
Activity Score 3086

Excellent! This is really good to the point.

missed my turn's picture
missed my turn
Activity Score 426

This is really cool. Good job.

Nevermind's picture
Nevermind
Activity Score 41

nice idea.

enJoy

Guest's picture
Guest

i'm positive this has been done. anyone have a link?

Guest's picture
Guest

Gabs schon.

sunjayv's picture
sunjayv
Activity Score 76

touching concept and touchingly done.....black is ok coz it's contents are dawning out of the darkness...coming to light sort of message..'awake' sort of message (but as far as critique is concerned, what about those who can't afford make-up!!?.....or...are these true colours of wounds...bla..bla).

Guest's picture
Guest
Guest's picture
Guest

if only copycats would stop copying and start thinking, the industry will skyrocket to a higher level.

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