Over 300,000 women die every year due to pregnancy related complications and unsafe abortions. BETC Paris, We Do, and B-Reel decided to highlight this problem by giving it a name. Lots of names, actually.
They created a machine in put it near Centre Pompidou , on March 8th (Which was International Women's Day). The machine printed the names of the women who have died on a card. Each card was pre-addressed that people could take from the machine and mail to their local politician. But people only had one minute to claim a card before it was lost.
Over a thousand people claimed cards and sent them to Najat Vallaud-Belkacem, France's Minister of Women's Rights.
There was also a web version called Names Not Numbers which offered the same way to share the name of a woman who lost their life to inadequate healthcare.
While we unfortunately still have an uphill battle regarding this issue, the campaign can be considered a success, not just for the people who participated and the awareness created but also because Najat Vallaud-Belkacem, the Minister of Women's Rights, tweeting her support for Names Not Numbers.
In the coming months the machine will travel around various European cities, continuing to raise awareness.
Nice idea. And it shows once again why I think BETC is one of France's best agencies, if not the world.
BRAND MEDECINS DU MONDE
CAMPAIGN NAME NAMES NOT NUMBERS
BRAND MANAGEMENT Alexandre Jalbert / Justine Roche
EXECUTIVE CREATIVE DIRECTOR Stéphane Xiberras
CREATIVE DIRECTORS Florence Bellisson
EXECUTIVE PRODUCER Hugo Diaz
ARTISTIC DIRECTORS David Aronson / Juri Zaech / Samuel Moore
COPYWRITERS David Aronson / Juri Zaech / Samuel Moore
ACCOUNT MANAGEMENT Guillaume Espinet / Pauline Filippi
TECHNICAL LEAD Boris Le Berre
PRINT PRODUCER Catherine Bouchaud
PRODUCTION HOUSE B-REEL