Rape Crisis: Plastic Bag Ad Preserves DNA Evidence
This case study highlights a creative campaign by Rape Crisis and Ogilvy Cape Town to address the critical issue of rape conviction rates in South Africa. A full-page newspaper ad informed women that plastic bags can remove DNA, but paper will not, emphasizing the importance of preserving evidence. The ad, titled 'When Raped, Use This Page,' served as a stark reminder of the prevalence of sexual assault and the need for proactive evidence preservation. By leveraging the unique properties of plastic bags, the campaign aimed to increase awareness and encourage victims to take immediate action in the event of a rape. The ad's effectiveness was measured by its ability to educate and inspire action, aligning with the broader goal of reducing the number of perpetrators convicted for sexual offenses. The campaign's success underscored the power of visual storytelling in driving behavioral change and raising awareness about the urgent need for legal and societal support in combating sexual violence.
