It is estimated that 40% of South African women will be raped in their lifetime and only 8.6% of rape perpetrators are convicted.
Unfortunately, most people believe these rapes only occur in dark alleyways by hooded strangers.
Rape Crisis’ new campaign reveals that the truth is a lot closer to home. 68% of rape survivors know their rapist. They have had their trust broken in the workplace, home, communities, and other places that should very well be a place of safety. They have been betrayed by a friend, husband, family member and colleague.
If women can’t trust those closest to them, who can they trust? Many struggle to speak out about their experiences for fear their trust will be further betrayed.
The harrowing campaign uses radio ads featuring actual survivors, to inform women that if they have no one speak to, they can speak to a trained Rape Crisis counsellor through a dedicated 24hr crisis line. This will also be supported by online film, and a surprising print campaign that communicates the dark secret that 68% of survivors are raped by someone they know.
The campaign was created by Ogilvy Cape Town with the help of Giant Films, We Love Jam and photographer David Prior.
Watch the Rape Crisis ad here: https://www.youtube.com/watch?v=IuBwyZkWXP0
Hear the radio spots below:
- The Field: https://youtu.be/qV5iI6Rj5Yw
- The Bedroom: https://youtu.be/mWgqOk8EFN8
- The Kitchen: https://youtu.be/JwEGpMerN3A
View the press adverts below:
Contact: 021 447 1467
Client: Rape Crisis
Client Representative: Kathleen Dey
Product: Sexual Abuse Awareness
Title: The Identikit
Agency: Ogilvy Cape Town
Chief Creative Officer: Pete Case
Executive Creative Director: Tseliso Rangaka
Associate Executive Creative Director: Nicholas Wittenberg
Creative Director: Mike Martin
Associate Creative Director / Copywriter: Alex Goldberg
Creative Group Head / Art Director: Ryan Barkhuizen
Art Director: Karen Vermeulen
Agency Producer: Cathy Day
Client Service: Chris Spencer, Loren Westoby, Nefeli Valakelis
Production Company: Giant
Director: Karien Murray
Producer: Laura Sampson
Editor: Gordon Ray
Sound Design: The Workroom
Sound Engineer: Stephen Webster
Post Production: Black Ginger