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Mistaken Love Song

基本信息
行业: 专业与公共服务
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for Entertainment Lions for Music?

In this campaign, the song is used as an artistic masterpiece. For almost a month the contact with the public is only through the song in its pure form. People sing, comment, and ultimately consume it merely as an ordinary love song. After they are totally involved they are surprised by the music video that completely changes what they had imagined. The importance of this work is to explore and expose the emotional connections and processes that permeate people's relationship through the song. The campaign proves the power of music in involving people and conveying important messages.

Background

One of the principles of the Brazilian government is to make the country safer and more equal for women. For this purpose, it has been making changes, actions and campaigns in the country to raise awareness among the population.
In view of the several cases of violence against women that haunt Brazilian homes, the government decided to join forces with the Ministry of Human Rights and prepare a campaign on the International Day for the Elimination of Violence Against Women, November 25.
In Brazil, many women, regardless of age or social class, experience violence and don’t seek help, either due to love, fear, shame, dependence on the partner or simply because they do not know how to take action.
In order to fight violence cases, the campaign aimed to launch the 24-hour abuse line (180) raising awareness that women should not accept to live in any situation of violence.

Describe the creative idea

Many women think they are in a love relationship when, in fact, they are living an abusive one. We reproduced in the mechanics of the campaign the same process. A famous Brazilian romantic singer launched a song that, at first sight, seems to be a love song. It turns out that all the verses have double meaning. When the song became widely known and appeared among the Top 10, a clip was released deconstructing everything that had been imagined about the song. Verses like “A love like that was 24/7 side by side”, which seemed to refer to a couple deeply in love that enjoys being together, was revealed in the clip to be, in fact, about a man who controls his wife following her on the street and sending aggressive WhatsApp messages. A new initiative was started on the internet with the hashtag #youhaveavoice

Describe the strategy

The data collection of the campaign was based on three fronts: government data, desk research and round table discussions with women. The survey began by analyzing the National Registry of Violence Against Women, which has more than 1.2 million denounces. The database is extensive and showed the most delicate path to address in the campaign: violence within relationships. With this first direction, we began to research scientific studies and case reports of violence. Results have shown that many women can’t see that they are in an abusive relationship. They don’t identify the small violence that precedes a great abuse, which can be fatal. So we had to make a campaign that spoke to them first. To impact the most affected audience first with a message that would make them to review the whole situation and take action to end the pain.

Describe the execution

The strategy chose November 25, which is the International Day for the Elimination of Violence Against Women, to launch the campaign nationally with two merchandising actions in large-audience broadcasters, through which the music video was shown. In the following days, three merchandising actions were performed generating spontaneous media. In all, 14 television stations broadcasted the 30” video 225 times. The campaign was also shown in 1,686 movie theaters in 96 cities. 108 radio broadcasters from 9 capitals broadcast the 30” spot 6,379 times. In airports, buses and subways, digital vignettes were broadcast on TV screens, reinforcing the message to the population. On the Internet, social networks, video networks, search engines, portals and music streaming were the main categories used in the strategy, which priority broadcasted the campaign’s music video. All this action occurred in the period of 37 days (from 11/25 to 12/31/18).

Describe the outcome

The campaign contributed to an increase of 101% in the calls for the 180 hotline in December 2018, compared to the same period of 2017. In the profile of the Federal Government on YouTube, the video had more than 1.6 million views, and in the channel of the singer Naiara Azevedo it had more than 4 million views. In total, accounting for all views on the Internet as a whole, we had more than 10 million views.
This campaign had the highest peak of shares ever on a Federal Government campaign. In its Twitter profile, there were more than 15 thousand retweets on 11/25/2018.
Media volume gauge accounted for approximately 171 million hits on the Internet, 1.3 million from streaming on Spotify, and 66.52% from TV coverage, which accounted for approximately 37 million hits.
制作信息
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奖项
戛纳国际创意节 2019
入围 音乐娱乐
Use of Original Composition
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