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The french organization Ni Putes Ni Soumises (Neither Whores Nor Submissives) did an event earlier this month at Pont des Arts in Paris. A poignant place, considering this beautiful bridge has been a romantic spot for ages.
NPNS hung hundreds of padlocks on the bridge-- each representing a woman stuck in a violent relationship. Over the past ten years domestic violence is up 30% in france. Ni Putes Ni Soumises works to free those women.
BY scanning a QR code on the padlock, you could see testimonies from domestic violence victims on your phone. Afterwards you could donate. And if you chose to donate, you'd get a symbolic code to "unlock," the woman.
I do applaud the effort as it's perfect placement. And it's also great for drumming up PR.
But no one uses QR codes .
Have we mentioned this before?
No one wants to download an extra app on their phone and then hold it there just perfectly, because you're outside and you can't get the light to work right. Conceptually you're telling me it's very hard to help these women and I don't like that.
And also, you know what? I don't want to symbolically set a woman free. I want my efforts, whether it's time or money to actually set them free.
In other words, I want a ambient ad that is easy to use without hassle, and I want accountability rather than symbolism when it comes to charities.
I know. I'm demanding.
BRAND MANAGEMENT Asma Guenifi, Claire Cabanel
Laurina Moty, Marine Boudoscq
AGENCY MANAGEMENT Catherine Emprin, Adeline Dupuits,
EXECUTIVE CREATIVE DIRECTOR Stéphane Xiberras
CREATIVE DIRECTOR Manoelle Van-Der-Vaeren
ARTISTIC DIRECTOR Alphons Conzen
COPYWRITER Adrian Skenderovic
STRATEGIC PLANNING Maria Galleriu
TRAFFIC Marie-Caroline Pupin
PRODUCTION HOUSE Rita Production
PRODUCER Elodie Andurand
PRODUCTION DIRECTOR Germain Robin
DIRECTOR Mathias Pardo
WEB MANAGEMENT Eugénie Valletoux, Fadia Aldandachi
DEVELOPMENT Thibault Dargeou, Pape-Latyr Ndiaye
PRINT PRODUCER Annick Audoux, Catherine Bouchaud