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iStockPhoto Artist in Residence Coach: Vicky Gitto
BACKGROUND
There is a symbiotic relation between men and woman. Our natural differences keep
us evolving and balancing energies around the world. These balance has lead us to
magnificent discoveries and scientific and technological marvels. That old saying
“Behind every good man, there is a great woman” its still true.
Thousands of women in the world have died to one aim: Freedom and Rights.
Nowadays, women in the West can develop themselves: women can study, work,
choose to have a familiy or not, love free without arranged marriages, enjoy physical
pleasure, and so on.
Imagine a world where women are not free to speak what you think? A world where
women cannot study because of your gender? A world where women cannot enjoy
physical pleasure? A world where women can't love? A world where women have to
"believe and follow" what they tell her to? A world where you can't even be born
because you are a baby girl or killed because you love someone out of marriage?
This word already exists and is geographically located in the Middle East and Northern
Africa Societies. This world also exists and is located everywhere in the world since
migrations lead to transculturization, especially in Europe and growing in the United
States.
I am a woman myself. I live in a Western society which might not be the best, it has
many problems and difficulties but I have Freedoms and Rights I want to keep. This
may not represent a huge problem in the West by now, but if we sleep over our own
glory, these days may be in danger in the future. I want all woman in the present to
defend and encourage Woman Rights. I want all women from the future can have
these rights as well.
"Whenever you deny people their freedom of choice 

and self-determination, you reduce them to inferior beings" 

Lama Ole Nydahl
“Violent means will give violent freedom.

That would be a menace to the world and to India herself” 

Mohandas Ghandi
by Delmy Alvarenga January 2012
iStockPhoto Artist in Residence Coach: Vicky Gitto
PROBLEM
Internet Generations are sleeping over social responsibilities.
Internet Generations are not conscious about the precious Freedoms and Rights
women enjoy in the West. We should take responsibility of our of future. We should
encourage, demand, protect and take action about women rights preservation and
proclamation.
TARGET
Young male and female who are away from social involvement.
• Make the topic relevant to an audience who avoids social responsibility 

• Awareness of Woman Rights importance, value and relevance.

• Raise a feeling: either join the cause or hate it.
WHAT DO I WANT TO SAY?
“Protect Woman Freedoms and Rights in the West.”
Why is this relevant? Islamisation, Extremists Ideologies and Radical Traditions impose
their legislations and endanger Western Freedoms and Rights, especialliy Woman
Rights and Woman Development.
TONE OF VOICE
• The tone has to be direct and honest but not punishing.

• It has to talk directly about solutions, not to point out who’s fault it is.

• It has to de direct to the individuals so they can identify themselves with the message
• It has to be open and honest so they can feel they are key for change.

• It has to make them feel they can take this responsability too.
by Delmy Alvarenga January 2012
iStockPhoto Artist in Residence Coach: Vicky Gitto
HOW WILL I SAY IT?
CONCEPT

Access Denied
"How will the world look without women?"
PRINT. Ads that shows different western famous beaches full of men.
OFFLINE. Several famous beaches will have kiosks, like check-points where they
will literally prohibit women's entrance to the beach. If they argue, they will give
them brochures with the campaign info: "Missing something? This Right is natural
to you. Many women from the Middle East can't enjoy this Right. Protect your
Rights."
YOUTUBE. Film the scandals and people reactions when they aren't allowed to
enter the places they want.
ACTIVATION. This same idea can be translated to Pubs, Schools, Malls.
FACEBOOK. For one day, Women users on Facebook (and any other major social
website) won't be able to sign in to their accounts. Instead, they will be redirected
to a landing page with the campaign message "Missing something? This Right is
natural to you. Many women from the Middle East can't enjoy this Right. Protect
your Rights."
The campaign follows share buttons to social media websites. Once you share it,
you may enter Facebook.
GOOGLE. For one day, Google Search won't find any results when you searched
"Women". Instead it will show you as a search result the campaign message:
"Missing something? This Right is natural to you. Many women from the Middle East
can't enjoy this Right. Protect your Rights."
LOCAL MEDIA. Local newspapers in the world (or famous if we could) will have a
welcome page like the beer websites where you have to verify you age to access
but instead, you will have to verify your gender. Whatever gender you choose after
clicking "enter", you will get a pop up with the campaign message: "Missing
something? This Right is natural to you. Many women from the Middle East can't
enjoy this Right. Protect your Rights."
by Delmy Alvarenga January 2012
iStockPhoto Artist in Residence Coach: Vicky Gitto
CONCEPT

Voices of Help
Unknown Voices
DIGITAL. Use website banners to spread a sound message. The banner will be
transparent, without design. It will contain a mute icon only visible when you roll
over it. As soon as you visit the page it will star t playing and you will hear the
campaign message "Can find me? That's maybe because I'm gone. Most of the
things are invisible until they are missing. the same can happen to the Rights you
already enjoy if you don't start protecting them" (or something like that).
MOBILE. Mobile application which promise is to "wake you up" at the time you
configure it. When the app sounds, it will sound with a very nice melody. When you
try to turn it off, it will sound "Wake up! Don't turn off your Rights!" (copy needs
work, i know!)
CONCEPT

Give a Right
Open the Right Box
GAME. A game/app of boxes, sort of "open the mystery box" where you will have to
collect items like "a dress, money, books, a ring, a bikini, a baby girl", all icons that
depict different Women Rights.
The app will have to be engaging enough to motivate to open as many boxes as
you can. You will have a chart like "collector's items" and the game is that you
complete the chart to get something (there should be an eye candy benefit).
If you open a box and get a repeated item, you can share it with a friend via social
media (Facebook, twitter, google +). When you choose to share it with a friend, you
will get the message: "Thank you for sharing the Right of Education with a friend (if
you share a book for example). Most girls in the Middle East don't have access to
education. The Right you enjoy is because it was given to you. Help to give it to
more women in the world"
CONCEPT

Without Women
Muses
Print ad that shows a New York classic scheme without the Statue of Liberty

Print ad that shows "La Liberté fuidant le peuple" sans la Liberté.

Print ad that shows "La Mona Lisa" without the Mona Lisa.

Print ad that shows "Justice" without the female form, only the Balance and Sword
and so on.
by Delmy Alvarenga January 2012

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Advertising for Change

  • 1. iStockPhoto Artist in Residence Coach: Vicky Gitto BACKGROUND There is a symbiotic relation between men and woman. Our natural differences keep us evolving and balancing energies around the world. These balance has lead us to magnificent discoveries and scientific and technological marvels. That old saying “Behind every good man, there is a great woman” its still true. Thousands of women in the world have died to one aim: Freedom and Rights. Nowadays, women in the West can develop themselves: women can study, work, choose to have a familiy or not, love free without arranged marriages, enjoy physical pleasure, and so on. Imagine a world where women are not free to speak what you think? A world where women cannot study because of your gender? A world where women cannot enjoy physical pleasure? A world where women can't love? A world where women have to "believe and follow" what they tell her to? A world where you can't even be born because you are a baby girl or killed because you love someone out of marriage? This word already exists and is geographically located in the Middle East and Northern Africa Societies. This world also exists and is located everywhere in the world since migrations lead to transculturization, especially in Europe and growing in the United States. I am a woman myself. I live in a Western society which might not be the best, it has many problems and difficulties but I have Freedoms and Rights I want to keep. This may not represent a huge problem in the West by now, but if we sleep over our own glory, these days may be in danger in the future. I want all woman in the present to defend and encourage Woman Rights. I want all women from the future can have these rights as well. "Whenever you deny people their freedom of choice 
 and self-determination, you reduce them to inferior beings" 
 Lama Ole Nydahl “Violent means will give violent freedom.
 That would be a menace to the world and to India herself” 
 Mohandas Ghandi by Delmy Alvarenga January 2012
  • 2. iStockPhoto Artist in Residence Coach: Vicky Gitto PROBLEM Internet Generations are sleeping over social responsibilities. Internet Generations are not conscious about the precious Freedoms and Rights women enjoy in the West. We should take responsibility of our of future. We should encourage, demand, protect and take action about women rights preservation and proclamation. TARGET Young male and female who are away from social involvement. • Make the topic relevant to an audience who avoids social responsibility 
 • Awareness of Woman Rights importance, value and relevance.
 • Raise a feeling: either join the cause or hate it. WHAT DO I WANT TO SAY? “Protect Woman Freedoms and Rights in the West.” Why is this relevant? Islamisation, Extremists Ideologies and Radical Traditions impose their legislations and endanger Western Freedoms and Rights, especialliy Woman Rights and Woman Development. TONE OF VOICE • The tone has to be direct and honest but not punishing.
 • It has to talk directly about solutions, not to point out who’s fault it is.
 • It has to de direct to the individuals so they can identify themselves with the message • It has to be open and honest so they can feel they are key for change.
 • It has to make them feel they can take this responsability too. by Delmy Alvarenga January 2012
  • 3. iStockPhoto Artist in Residence Coach: Vicky Gitto HOW WILL I SAY IT? CONCEPT
 Access Denied "How will the world look without women?" PRINT. Ads that shows different western famous beaches full of men. OFFLINE. Several famous beaches will have kiosks, like check-points where they will literally prohibit women's entrance to the beach. If they argue, they will give them brochures with the campaign info: "Missing something? This Right is natural to you. Many women from the Middle East can't enjoy this Right. Protect your Rights." YOUTUBE. Film the scandals and people reactions when they aren't allowed to enter the places they want. ACTIVATION. This same idea can be translated to Pubs, Schools, Malls. FACEBOOK. For one day, Women users on Facebook (and any other major social website) won't be able to sign in to their accounts. Instead, they will be redirected to a landing page with the campaign message "Missing something? This Right is natural to you. Many women from the Middle East can't enjoy this Right. Protect your Rights." The campaign follows share buttons to social media websites. Once you share it, you may enter Facebook. GOOGLE. For one day, Google Search won't find any results when you searched "Women". Instead it will show you as a search result the campaign message: "Missing something? This Right is natural to you. Many women from the Middle East can't enjoy this Right. Protect your Rights." LOCAL MEDIA. Local newspapers in the world (or famous if we could) will have a welcome page like the beer websites where you have to verify you age to access but instead, you will have to verify your gender. Whatever gender you choose after clicking "enter", you will get a pop up with the campaign message: "Missing something? This Right is natural to you. Many women from the Middle East can't enjoy this Right. Protect your Rights." by Delmy Alvarenga January 2012
  • 4. iStockPhoto Artist in Residence Coach: Vicky Gitto CONCEPT
 Voices of Help Unknown Voices DIGITAL. Use website banners to spread a sound message. The banner will be transparent, without design. It will contain a mute icon only visible when you roll over it. As soon as you visit the page it will star t playing and you will hear the campaign message "Can find me? That's maybe because I'm gone. Most of the things are invisible until they are missing. the same can happen to the Rights you already enjoy if you don't start protecting them" (or something like that). MOBILE. Mobile application which promise is to "wake you up" at the time you configure it. When the app sounds, it will sound with a very nice melody. When you try to turn it off, it will sound "Wake up! Don't turn off your Rights!" (copy needs work, i know!) CONCEPT
 Give a Right Open the Right Box GAME. A game/app of boxes, sort of "open the mystery box" where you will have to collect items like "a dress, money, books, a ring, a bikini, a baby girl", all icons that depict different Women Rights. The app will have to be engaging enough to motivate to open as many boxes as you can. You will have a chart like "collector's items" and the game is that you complete the chart to get something (there should be an eye candy benefit). If you open a box and get a repeated item, you can share it with a friend via social media (Facebook, twitter, google +). When you choose to share it with a friend, you will get the message: "Thank you for sharing the Right of Education with a friend (if you share a book for example). Most girls in the Middle East don't have access to education. The Right you enjoy is because it was given to you. Help to give it to more women in the world" CONCEPT
 Without Women Muses Print ad that shows a New York classic scheme without the Statue of Liberty
 Print ad that shows "La Liberté fuidant le peuple" sans la Liberté.
 Print ad that shows "La Mona Lisa" without the Mona Lisa.
 Print ad that shows "Justice" without the female form, only the Balance and Sword and so on. by Delmy Alvarenga January 2012