description: Every 3 days in France, a woman dies of violence. "Ni Putes Ni Soumises', the French Feminist movement, wanted to use social networking sites to reach 18-25 year olds, for whom violence has almost become commonplace. A video chat site was created acting just like a real chatroulette. A pretty young girl appears. She smiles, says hello. A man comes into the picture and hits her. When he leaves, a message appears: "In this case, you can't help her. But if it happens to your sister, your neighbour or a friend, there is something you can do.' followed by contact details.

category: Case Studies

market category: Associations/Charities

client: NI PUTES NI SOUMISES

brand/product: FEMINIST MOVEMENT

creative director: Veronique Sels

art director: Philippe Boucheron

copywriter: Patrice Lucet

pro bono campaign: Yes