The Unburied Casket.
To push South Africa to declare femicide a national disaster, Women For Change carried an oversized purple casket through Pretoria to the Union Buildings, beaded with one bead for each woman murdered in a year.
- Brand
- Women For Change
- Agency
- Edelman Dubai / Edelman South Africa
- Market
- South Africa
- Region
- Global
- Year
- 2025
The challenge
Women For Change and Edelman say 5,578 women were murdered in South Africa in a year, a 33.8% rise, and that years of protests and coverage had left the public desensitised and the government unresponsive. The group wanted gender-based violence and femicide declared a national disaster.
The idea
Instead of another protest, they staged a funeral. The casket was built 33.8% larger than a standard coffin, to mirror the rise, and covered in black, white and purple Zulu beadwork with 5,578 purple beads, one for each woman killed. Inside were images of victims, a QR code linking to their stories and the printed petition. On 11 April 2025 a funeral procession carried it to the Union Buildings in Pretoria, where the memorandum and petition were handed to Mmapaseka Steve Letsike, Deputy Minister in the Presidency for Women, Youth and Persons with Disabilities. The casket then toured the country, and before the G20 summit a billboard read: 'Welcome to the country where women are only safe in a casket.'
Results
- More than 180,000 petition signatures, a reach of over 173 million and more than 890 pieces of coverage by the time of the Shorty Impact Awards entry, according to the entrants
- Women For Change says its petition, which the casket carried to the Union Buildings and which later passed 1.1 million signatures, succeeded in November 2025, when the government classified gender-based violence and femicide as a national disaster (Mail & Guardian)
Case study source: Campaign Middle East Source ↗
Awards
- Cannes Lions 2026Glass: The Lion for ChangeSilver
- Cannes Lions 2026PR LionsBronze
- Dubai Lynx 2026Media – Not-for-profit / Charity / GovernmentSilver
- Dubai Lynx 2026Brand Experience & Activation – Not-for-profit / Charity / GovernmentBronze
- Dubai Lynx 2026Direct – Not-for-profit / Charity / GovernmentBronze
- Dubai Lynx 2026Outdoor – Single-Market CampaignBronze
- Dubai Lynx 2026Outdoor – Cultural EngagementSilver
- Dubai Lynx 2026Outdoor – Live Advertising & EventsGold
- Dubai Lynx 2026PR – Brand Voice & Strategic StorytellingBronze
- 10th Shorty Impact Awards: winner in Public Safety and Call to Action
Credits
- Production
- Big Brave Digital
- Director
- Tyrann Burger


