Danner: 34 per cent more women at risk of violence received help
The NGO Danner, who struggle to protect and advise abused women and children, wanted to raise awareness of their online counselling to reach out to a larger group of women. But Danner had difficulty reaching the target group of women aged 18–45 years. The criterion of success was to get significantly more users via the Internet.
propr developed a communication strategy for the campaign and a plan for a coordinated marketing effort, with particular focus on the development of a message platform that approached the women in a respectful manner. propr served as external project manager, and coordinated and executed the development of the campaign visuals and messages. The visual expression consisted of ads and free post cards in environment centred around the phonetic dictionary definitions of the words ‘respect’ and ‘love’. Concurrently, propr made sure to get the campaign media coverage; placed ads in selected, relevant media; and developed a landing page to collect Internet users.
Over a period of five months, propr managed to create awareness about the existence of the online counselling and accumulated 3.5 million readers of magazines and weeklies through advertising and editorial coverage – in a country with six million inhabitants. The online messages had approximately 1.8 million views, and 66,000 free postcards were taken from the card racks. By the end of the campaign in spring 2012, Danner’s online counselling could record an increased contact rate of 34 per cent.