1st for Women Insurance: My body (stand up)

1st For Women, the insurance brand, developed a campaign to enhance awareness around the brand's commitment to the fight against GBV in South Africa.

Opening Statement

Since 2005, 1st for Women's contributed over R81m to fighting women abuse. 90,000 victims have been assisted by the brand.

Q3 2020, we were briefed to develop a campaign to enhance awareness around the brand's commitment to the fight against GBV.

We created an industry first; a three-minute, top 40 track – My Body (Stand Up) – with more than 500 radio plays (25 hours) across 27 SA stations, with 12,500 unique streams. We generated R4.25m worth of coverage, reached more than 25m South Africans and achieved a 50% increase (50,000+ unique visitors) in traffic (YOY) to 1st...

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