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THE RAPE PAGEDescriptionIt is estimated that 40% of South African women will be raped in their lifetime, and only 8.6% of perpetrators are convicted. One of the factors contributing to this is the lack of usable evidence, due to it being compromised through incorrect gathering methods. It’s Rape Crisis’ mission to help empower rape survivors. Whether it’s through their 24hr crisis line, seminars, or by providing information that could lead to a conviction – something as simple as using newspaper instead of a plastic bag could be the difference.To demonstrate this, we created an ad that turned an everyday piece of newspaper into a weapon against rapists.
Text Copy:"It is estimated that 40% of South African women will be raped in their  lifetime and only 8.6% of rape perpetrators are convicted. If you are a survivor, your clothes could contain DNA that can be used to put your perpetrator in jail.Don’t wash or remove your clothes before going for a forensic investigation. If there is no alternative, wrap them in a piece of newspaper or place in a paper bag. Do not place them in a plastic bag as this could destroy the evidence.      If you need help or want to help please visit rapecrisis.org.za or call our 24hr crisis line on 021 447 9762"
Case Film:
Accolades:Cannes Lions Silver - Print D&AD In-Book - PrintLondon International Awards (LIA) Silver - PrintEffie Silver - Small BudgetsEffie Silver - Disease Awareness & EducationBookmarks Silver - Breakthrough on a budget Bookmarks Silver - Innovative use of media Loeries - Silver Print Assegais - Silver Non-profit Direct Marketing One Show - Merit BestAds Pick of the weekCredits:Client: Rape CrisisClient Representative: Kathleen Dey, Zeenat HendricksAgency: Ogilvy Cape TownChief Creative Officer: Pete CaseExecutive Creative Director: Tseliso RangakaAssociate Executive Creative Director: Nicholas WittenbergCreative Director: Mike MartinAssociate Creative Director / Copywriter: Alex GoldbergAssociate Creative Director / Art Director: Riaan Van WykCreative Group Head: Ryan BarkhuizenPR: Lameez MohdArt Director: Karen Vermeulen​​​​​​​Client Service: Chris Spencer, Loren Westoby, Nefeli Valakelis, Heather Andrews