#Campaigns: Addressing gender-based violence in Namibia
Gender-based violence in Namibia is a major problem but usually kept behind closed doors. To provoke a discussion on the issue, Advantage Y&R in Namibia partnered with LifeLine/ChildLine and Namibia’s boxing community to promote a fake boxing matchup between a man and a woman.
Boxing is one of the more popular spectator sports in Namibia, attracting hundreds of spectators (mostly male) at tournaments, with thousands watching live on the national broadcaster NBC 1. The Champions in Action Boxing Bonanza, which took place in Windhoek on 21 October 2017, therefore provided a good platform to reach males and drive the message of Boxers Against Violence.
Advantage Y&R hired two actors who were inserted into the official Tournament posters by the MTC Nestor Sunshine Boxing Academy. On fight night, the actors were brought into the ring, whereupon the announcer interrupted proceedings, reading a statement denouncing gender-based violence and directing people to the LifeLine/ChildLine Namibia helpline.
After the event, the story was picked up by the national papers and made headline news on the national broadcaster NBC1. It reached 72% of Namibia’s population. LifeLine/ChildLine call centre saw a 30% increase in calls in the month that followed.
Agency: Advantage Y&R, Namibia
Client: Lifeline Childline Namibia
Managing Director: Truda Meaden
Account Director: Carolina Medeiros
Creative Director: Toufic Beyhum
Copywriter: Carl Gough
Art Director: Ezer Mbambus
Designer: Kakangwa Ipinge
Agency producer: Michael McNab
DOP: Tom Baker
Camera 1: Tom Baker
Camera 2: Inna Goroh
Sound: Wojtek Majewski
Editor: Tom Baker
Grading: Jack Newman
Sound mixer: Timo Saila
Still photographer: ShawnvVan Eeden
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