Not a story

Year: 2009
Brand: Casa Blu
Client: A&D Pharma

Brief
Bring the subject of domestic violence on women on the public agenda in a country where domestic violence is a taboo subject.

Insight
Most of the abused women don't leave their violent partners as they think it's better for a child to grow with both parents, ignoring the effects of growing up in a violent environment.

Idea
Re-tell Cinderella's story as seen by a child affected by domestic violence, through a viral interactive video.

Campaign
People were challenged to give back the real Cinderella story to the children, by spreading the distorted story. At every 5.000 unique visitors, a part of the distorted story was changing back into the real one.

Results
The story of Cinderella was changed back into the real one in 16 days, as more than 50.000 people saw the video.