enti.ma: Flawlessness

Enti.ma, a fashion and lifestyle website, increased brand awareness by launching a digital and social media campaign that directly responded to a state-sponsored TV show normalising domestic violence in Morocco.

Advertiser: enti.maBrand: enti.maAgency: J Walter Thompson CasablancaCountry: Morocco

Objectives

Morocco has no specific rights relating to women. Laws are draconian and always side with the male of the species. Women are not protected in the workplace, on the streets and not even in their own homes. Domestic violence is prevalent, normal, accepted. So much so, that when a national TV channel aired a segment showing women how to cover signs of abuse, nobody raised an eyebrow.

Our communications objective was quite straightforward, and follows a simple rule: domestic violence is not normal, and...

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