Most cases of domestic abuse start with what men think is a light tap. For the Dubai Foundation for Women & Children, in order to help create awareness among men regarding how what they think is a light tap can escalate into something far more damaging, the agency has used Instagram stories’ tap feature as a tool against domestic abuse; through the story of @lifeof_farah.
Men are being invited to visit her profile on Instagram (@lifeof_farah) to tap on the Play button. And discover the damage domestic abuse can cause, one tap at a time.
People across the UAE are also being invited to raise awareness about this message by @dfwac, by sharing the images from the story and tagging @lifeof_farah and @dfwac.
Within a few hours of it going live, leading Arab female influencers and human rights activists such as the host of “Project Runway Middle East”, Jessica Kahawaty (@jessicakahawaty), have also endorsed the message and the story. And it’s continuing to grow organically.
Client: Dubai Foundation for Women & Children
Agency: FP7/McCann Dubai
Art Director: Yasmina Boustani
Art Director: Georges El Ten
Regional Head of Strategic Planning: Tahaab Rais
Account Director: Vicky Kriplani
Executive Creative Director: Paul Banham
Senior Creative Director: Oliver Robinson
Design Director: Erol Salcinovic