الأحد، 25 أكتوبر
Women For Change / جنوب أفريقيا / 2025التجارب الحيّة · حملات العلاقات العامة · الإعلانات الخارجية

⁨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.⁩

العلامة التجارية
Women For Change
السوق
جنوب أفريقيا
المنطقة
عالمي
السنة
2025

التحدي

⁨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.⁩

الفكرة

⁨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.'⁩

النتائج

  • ⁨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)⁩

مصدر دراسة الحالة: Campaign Middle East المصدر ↖

الجوائز

  • Cannes Lions 2026Glass: The Lion for Changeفضية
  • Cannes Lions 2026PR Lionsبرونزية
  • Dubai Lynx 2026Media – Not-for-profit / Charity / Governmentفضية
  • Dubai Lynx 2026Brand Experience & Activation – Not-for-profit / Charity / Governmentبرونزية
  • Dubai Lynx 2026Direct – Not-for-profit / Charity / Governmentبرونزية
  • Dubai Lynx 2026Outdoor – Single-Market Campaignبرونزية
  • Dubai Lynx 2026Outdoor – Cultural Engagementفضية
  • Dubai Lynx 2026Outdoor – Live Advertising & Eventsذهبية
  • Dubai Lynx 2026PR – Brand Voice & Strategic Storytellingبرونزية
  • 10th Shorty Impact Awards: winner in Public Safety and Call to Action

فريق العمل

الإنتاج
Big Brave Digital
المخرج
Tyrann Burger

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