Plasenta, Cannes Young Lions Entry for Cyber Category Digital Violence Against Women

1. Digital Violence
Against Women
Online Campaign Presentation

2. Intro
Inequality is a root of bad grown.
You may not be the one who seeded but you should be the
one burning bad crops.

3. De-brief
In this brief, we’ve given information about woman around the world harassed by men via
technology.
The aim was challenging, stopping perpetrators of this crime and any other person who
tend to. Only way to do that looked with possible by make them realize what they think
and how they act is a thing should be ashamed of.
How could we do that was the real challenge. Because, finding and reaching people with
wrong habits wasn’t so hard, breaking the habits is the hard part. On the other hand
campaign has to warn people; this is real and showing that, today it is happening right
next to you, tomorrow it is you.

4. Approach
In this spotlight we wanted to create a campaign that finds
potential targets by real perpetrators.
A smart campaign uses all benefits of social media’s viral
power. It drops the mask of even people who tend to show
violence against to the opposite sex. Even more, catching
those people at crime scene.

5. Solution
The solution is starting with misleading contents.
A trap content that attracts people with twisted minds.
Contents will be spread to the Internet in very wide scale of
tone, so we can reach young and adults targets.
Once targets captured, we should warn the perpetrator’s
victims and reach to their deep inside shame feeling.

6. How it works
Trap contents will be written on the Internet.
We've concluded with a couples of way to reach
targets.
1. Medium.com for adults.
“How I caught my unfaithful wife by hacking
her account and how my life changed.”
2. Digg.com linked content for youth,
“A trick from Barney Stinson’s playbook, get
her account as a result get her too.”
3. Mobile ads for social media users
“Social media password gathering tool.”

7. How it works
Each content directs user to a different fake platform like mobile application,
website and desktop application that helps to hack a someone’s account.
Application requires social media connection like Facebook or Twitter
permissions.
When user starts to hack someone, actually platform publicly warns the victim
without spoiling the attacker.

8. How it works
After a short while attacker also gets a private message: “We know who you are, what are
you doing and we have information about you #ShameOnYou. w/ campaign link”
Victim gets an information
publicly with her name
mentioned and a campaign
link.
Both user’s links are special
to their position in this
situation.

9. How it works
Victim can support cause via tweeting.
Attacker can also help to drop the number of
perpetrators via tweeting w/ hashtag

10. Result
Campaign reaches both victims and perpetrators.
Best part is %100 organically and accurate targets.
Content educates and informs visitors with real life
examples and shows the threat is real.

11. Thank You