P&G prO-unidas |anti-domestic violence
A P&G multi-brand effort to fight domestic violence in Latin America, a problem that affects 1 in 3 women. The goal was to create an awareness movement across countries, partnering with the United Nations Development Fund for Women, to help them become independent through access to micro-loans. A flower is the visual icon that runs through the campaign, symbolizing women.
TV
The initiative started with a TV commercial from Pantene in Colombia.
DON'T LET DOMESTIC VIOLENCE DESTROY OUR BEAUTY.
AUDIO OOH | BUS SHELTER
As you approach, a dramatic recording of an act of domestic violence can be heard.
DOMESTIC VIOLENCE IS CLOSER THAN YOU THINK. Your work colleague, your boyfriend's sister, your neighbor... One in every three women is battered in our country...
EXPERIENTIAL | RALLY
THERE ARE MANY WOMEN WHO DON’T DARE TO SPEAK OUT
At a rally located at central squares in major Latin American cities, participants are prompted to speak out about how they feel as women. In front of them, a massive, voice-activated screen reacts to their shouts: the image of the Pro-Unidas flower opens up and a message appears, “THERE ARE MANY WOMEN WHO DON’T DARE TO SPEAK OUT. THEY NEED YOUR HELP. LET’S JOIN VOICES, LET’S MAKE IT HAPPEN.”
WEBSITE | USER-GENERATED FEED
As women leave the rally, they are invited to record their statement, which is then uploaded on the Pro-Unidas site along with their picture, each flower petal representing a woman. The site provides a forum for women to express themselves openly, find encouragement and become empowered to end their abuse, with resources to create support groups by neighborhood and links to the closest shelters.
E-COMMERCE | RESULTS THAT COUNT
A Facebook page tab allows to buy 7 different P&G women brands. A percentage of the purchase is donated as micro-loans to abused women, so they can start a small business and become financially independent.
In order to give supporters an emotional reward and a sense of accomplishment, the website displays a real-time counter with the number of women contributing to fighting the cause and the women helped, by their first and last names.
In addition, a 3D flower sculpture is built in the city's main park, each piece representing a participating woman.
STREET ACTIVATION | INVOLVING MEN
BRING FLOWERS HOME, NOT VIOLENCE.
At the end of the workday, at subway stations and main avenues, women give men flowers with this message.