Tag Archives: social campaign

Meet the Meat: M&C Saatchi

The Task Force on Human Trafficking and Prostitution (TFHT) teamed up with M&C Saatchi (Tel Aviv) to campaign for the legislation to prohibit prostitution, aiming to put an end to the prostitution industry in Israel. Mortality rates among Israeli female prostitutes are 40 times higher than the rest of the population, so M&C aimed to reduce the demand for prostitution by engaging with consumers who finance the industry.
The message for this campaign is that women are not a product for consumption, so they created a pop-up ‘food’ truck parked opposite the Israeli Parliament selling “women’s meat” sandwiches called ‘Breast Amal’ and ‘Ribs of Yael’, packaged into brown paper bags with real life stories of prostitutes:

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The experiential ‘Meet the Meat’ creative also features a truck with an illustration of a woman’s body divided into ‘cuts’, just like a cow. The vivid and disturbing creative reflects the dark facts – according to a survey by the Ministry of Social Affairs and Social Services, 12,500 women, men and teenagers are employed in prostitution in Israel.

Tzur Golan, ECD and Partner at M&C Saatchi, Tel Aviv said:

We can’t stand by and let this continue. It’s important to highlight the fact that every day vulnerable men, women and teenagers are employed in prostitution – and it’s getting worse. The best way to stop the wheels of this industry is to harm demand – if there’s no demand there won’t be supply. We wanted to create meaningful work and will continue to support TFHT as they continue to take a stand against the prostitution industry.

This is an incredible example of using advertising for social change – not just creating awareness in the most basic marketing form, but by using an in-your-face, bold and gross tactic is a sure way to get people talking. Hopefully it will get the government talking too.

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Domestic Violence Has No Place Here

For National Domestic Violence Awareness Month, independent ad agency Quigley-Simpson were commissioned by Los Angeles Police Department and mayor Eric Garcetti’s office to create a series of outdoor ads (in English and Spanish). They feature on benches, bus shelters and billboards around Los Angeles.

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This campaign is a far cry from the usual technique of creating a campaign using graphic imagery of the consequences of domestic attacks. However, this certainly doesn’t make the message any less powerful or thought-provoking! If anything, I prefer this direction because it almost catches you off guard, and makes you think more than a sensationalised image of a bloody face would. I think you read into it more and pay more attention, because the message is not immediately obvious – whereas a lot of people would turn away from an image of a beaten face.

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Props to the agency for using men and women – PSAs often only target domestic abuse towards women, whilst the majority of men suffer in silence with little support.

Now, time to be critical… As I’ve mentioned countless times, campaigns for social change make me so proud to be part of this industry, and I love this campaign’s concept. But what the hell is the art direction? It is so poor, it totally takes it away from the fabulous idea. There is a serious disconnect between copy quality and design quality here…

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