YWCA: #NotOkay

This case study describes how YMCA, a welfare movement that has been actively fighting violence against women for 145 years, used social media to generate awareness of the issue in Canada - on a zero media budget.

YWCA: #NotOkay

Agency: JT TWBA

Creative effectiveness

Violence against women is a known issue, but one that is easily overlooked because both the crime and victims usually remain behind closed doors. It's a dark subject that nobody likes to talk about. Yet, this same violence surrounds us in pop culture everyday and often laughed at. Our campaign exposes this and uses it to provoke the conversation to help generate awareness for the cause – with zero media budget.

People agree that violence against women is a terrible issue. However, it's not seen as an openly discussed issue because it's typically...

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