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A Shoe Brochure in Case of Emergency

Award: Wood Pencil

Wood Pencil / Press Advertising / Inserts & Wraps for Press Advertising / 2013

In South Africa, abuse of women is seen as the issue of low income groups, despite high rates of abuse in upper income groups. The challenge was to reach these women and communicate life-saving information to them in a relevant way, without arousing the abusers’ suspicions. We disguised POWA pamphlets as high-end Nine West shoe brochures, placed inside niche publications, targeting wealthy areas. Even if the brochure didn’t reach a victim directly, it could be passed on, in front of a man, or slipped under a door, with the knowledge that a woman would look at it but a man would ignore it.

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