WORK FOR GOOD CUT - ALTERNATIVE

The Ad No Man Saw - 24/7 Emergency Room of the Hamburg Women's Shelters
24/7 Emergency Room of the Hamburg Women's Shelters

Shortlist

Title:	The Ad No Man Saw
Brand:	24/7 Emergency Room of the Hamburg Women's Shelters
Product/Service:	24/7 Emergency Room of the Hamburg Women's Shelters
Client:	24/7 Emergency Room of the Hamburg Women's Shelters
Agency:	Grabarz & Partner
Production Company:	The Shack Production
Editing Company:	The Shack Production
Sound Company:	The Soundshack
Creative Director:	Felix Fenz (CCO), Julijus Rebič (ECD), Robin Seufert
Release Date:	2025-02-17
Individual Credits:	Copywriter: Danijela Savkovic, Tabea Valerie Pick
Individual Credits:	Art Director: Sara Peterek, Anna Arndt, Enora le Ravallec
Individual Credits:	Account Manager: Angela Schubert, Mareike Heinzel, Amelie Claassen
Individual Credits:	Strategy: Lisa Walz, Alexander Walter
Individual Credits:	Production: Katrin Redeker, Petra Ahrens, Mascha Sheludiakova
Individual Credits:	Film Production: Georg Lucas Müller, Markus Skroblies, Paul Herbig
Individual Credits:	Postproduction: Simon Herrmann, Sebastian Chilla, Berit Kaltofen, Lars Schönpflug
Individual Credits:	Sound Production: Konrad Peschmann
Notes for Judging:	Situation: In Germany, nearly 600 women become victims of domestic violence every day, and tragically, one woman is killed by her partner every other day. Despite the presence of close to 400 women’s shelters across the country, many women, particularly those from immigrant or refugee backgrounds, remain unaware that such help exists. In some of their home countries, the very concept of a women’s shelter is unknown. Language barriers, isolation, and fear further complicate their access to support. Understanding the cultural context is vital, as the target audience includes women from 11 of the most common ethnic groups in Germany, each with distinct cultural backgrounds and unique challenges when it comes to seeking help. Problem: The true challenge wasn’t just making women aware of the help available but doing so in a way that was discreet, accessible, and culturally sensitive—especially for those living under tight control, where even the act of searching for help could put them in danger. These women face severe barriers: fear of discovery, language issues, and a lack of cultural familiarity with shelters. Traditional outreach methods often fall short because abusers monitor digital activity and even printed materials. The need for a solution that would allow women to access critical information on how to seek shelter without alerting their abusers was urgent. Solution: In response, the 24/7 Emergency Room campaign for Hamburg Women’s Shelters redefined what a typical outreach effort could look like. Instead of traditional methods, we leveraged the power of an unexpected medium—romance novels. While often dismissed as a cliché format, romance novels are one of the few print media consumed almost exclusively by women across cultures. Their familiarity and perceived harmlessness made them an ideal vehicle for delivering essential life-saving information in a discreet, non-threatening way. Romance novels were tailored to 11 ethnic communities in Germany, each written to match the unique cultural style, tone, and tropes of these communities. Using a custom GPT-based AI model, the campaign analyzed the storytelling style, tone, and tropes specific to each group, ensuring that the storytelling felt authentic and engaging. The novels were then translated and culturally localized into 10 additional languages, with final reviews conducted by native speakers to ensure clarity, sensitivity, and relevance. The novels were not just stories—they were lifelines. Embedded within the narrative of each novel was a five-page section that discreetly shared crucial information about women’s shelters and how to reach out for help. This information was integrated within the subplot in such a way that it could easily be dismissed if discovered by a controlling partner. Women could read the novel without fear of raising suspicion, and the content provided them with clear, actionable steps to access support safely. To further ensure accessibility, cover artwork was localized and tailored to match regional aesthetics, making each edition feel like an authentic romance novel while conveying culturally relevant design. The novels were strategically distributed in places where women could safely encounter them: public health offices, doctors’ practices, integration centers, and community organizations. These public institutions provided a familiar, non-threatening space where the novels would blend into everyday life. This innovative approach transformed a traditional medium into a tool for change—one that empowered women to take control of their safety without fear of detection or retribution. The campaign went beyond simply raising awareness; it directly impacted lives, offering a safe, culturally sensitive, and discreet way to access vital information.