My Promise
2020 Finalist

My Promise

Independent Media

Cape Town, South Africa

Category Best Brand Awareness Campaign

Overview of this campaign

Instead of focusing on how women can be more vigilant, we decided to focus on the perpetrators of the violence.

So we created a promise, just for men.

A promise that they would have to read out aloud – breaking the silence and breaking the cycle of being indifferent to the issues women facing women on a daily basis.

The main objective was to get men to make the promise and share it. To help achieve this, the promise was placed in every Independent Media newspaper across the country and also shared on each title’s social media accounts on various platforms, as well as the IOL online news site.

With every promise, more and more men were encouraged to record themselves reading the promise out aloud – through either a video or audio clip and share it with other men using the hashtag #mypromise.

This led to thousands of submissions from across South Africa on Facebook, Twitter, Instagram and Whatsapp.


Results for this campaign

7.6 million readers reached

3.5 million digital users engaged

1000s of submissions from across the country

Over 1 million organic impressions

One promise to every woman in South Africa


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory