Ambush Advisories Campaign by Rethink
12/11/18

Before Women’s Equality Day, the YWCA wanted young people to become aware that sexualization in popular media contributes to violence against women, and that they should think critically about the content they watch online.

Credits

Client: YWCA 

Creative Directors: Ian Grais CGD, Chris Staples, Aaron Starkman, Mike Dubrick 

Art Director: Pamela Rounis

Writers: Jordon Lawson, Max May

 

Description

Before Women’s Equality Day, the YWCA wanted young people to become aware that sexualization in popular media contributes to violence against women, and that they should think critically about the content they watch online. Rethink hijacked YouTube’s advanced ad targeting to run warnings disguised as unskippable six-second pre-roll ads, which ran before music videos that objectify women. The YWCA ambush advisories were picked up by national news broadcasts and high-profile blogs and shared across social media. The campaign was applauded for calling out sexist content and trying to shift attitudes and practices that perpetuate the sexualization of women and girls.

 

Judge's Comments:

I love the simplicity and the thought that went into this campaign. It feels so ingenious to find a way to address the problem and do it on YouTube’s own turf, and in a way that a person can’t help but notice the pre-roll ads (unskippable!). The designs for the ads were stealth-like in how they blended so well with conventional warning ads but had slight hints in colour that they were something new and noteworthy.

- Cai Sepulis RGD