Don’t Get Bought Off
YMCA Montréal
Issue 51 | June 2019
Agency
DDB Canada Montréal
Creative Team
Executive Creative Director: Sann Sava Copywriter: Olivier Giguère Proofreader: Suzanne Prémont Art Directors: Mélissa Charland, Félix-Antoine Brunet
Production Team
Photographer: Jimmi Francoeur Assistant-Photographer: Yanick Founier Production: Morrison Films Make-up Artist: Amélie Bruneau-Longpré Set Designer: Marie Christine Boivin-Fournier Retoucher: Marie-Élaine Doiron
Other Credits
Account Coordinator: Inès Khadr Account Executive: Alice Labous Account director: Madjid Hamidi Strategist: Hugo Martin-Bonneville PR Director: Miriam Valcin Webmaster: Jessica Boily Vice-Président: JF Mallette
Date
March 2019
Background
Social media is used more and more as a sexual exploitation recruitment tool. The goal of this campaign is to encourage youth to view gifts offered on these platforms with a critical eye as they may come from pimps.
Idea
What better way to convince girls of being cautious and using their judgement than by tricking them? On International Women's Day, seven famous young women shared editorial-style photos of themselves wearing trendy clothing and accessories. Shopping tags on each picture had been hijacked to present the items as completely free. When users clicked on the offer, the message “Laisse-toi pas acheter” (Don’t get bought off) was displayed, reminding girls to exercise caution, since freebies can turn out to be poisoned gifts and make you indebted to the wrong people. The campaign also highlighted the importance of talking to someone you trust as soon as a situation seems suspicious, and resources were provided to address any concerns that young girls or their friends might have.
Results
In just 24 hours: 1.5M organic reach, Engagement rate of 8.3% ; total reach 4M. Conversion rate of 2.61% ( 41,606 visitors on the website through Instagram)