Lines & WeWorld raise awareness about resources for women facing violence
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In anticipation of the International Day for the Elimination of Violence Against Women last November 25, Italian sanitary brand Lines and non-governmental organization WeWorld raised awareness about various resources available to women experiencing violence—including their safe "Spazi Donna" (Women's Spaces) and a national domestic violence hotline. The [digital audio ads](/en-US/ad-experiences/audio-ads/)
The media mix:
Brand vertical: Consumer Packaged Goods (CPG), Non-governmental organization (NGO)
Objective: Awareness
Target audience: Women 18+
Targeting used: Age, Gender
Market: Italy
Flight length: 11/24/22–11/27/22
Format: Audio Everywhere
The Brief:
In Italy, a national hotline for people experiencing violence (1522) saw a major uptick in the number of calls during the COVID-19 lockdown.
To mark the International Day for the Elimination of Violence Against Women (November 25), Lines' parent group, Fater, sought to use the power of digital audio advertising to spread awareness about the hotline—and to urge listeners experiencing violence to call it. The company also wanted to empower listeners to visit one of the Women's Spaces centers operated by WeWorld.
The Solution:
Fater leveraged Spotify's Audio Everywhere format to create "Unseen Stories," a campaign that ran for four days before, during, and after the International Day for the Elimination of Violence Against Women.
The creative idea behind the campaign was sparked by testimonials from four women, as told to the NGO WeWorld. The creative team wanted to highlight the different ways in which women experience violence, so they opted to tell four very different stories, including:
- Economic violence, told by Anna
- Psychological violence, told by Giula
- Witnessed violence, told by Rocio
- Partner abuse, told by Roberta
Equipped with a powerful message, "You might not see the violence, but you can hear it," the ads directed listeners to resources where they could get help.
"Unseen Stories" was developed in partnership with Spotify's Italian Creative Strategy team and recording agency Gigasound. The Italian company trusted Spotify to develop messaging in line with their brand as well as complementary to a previously aired TV campaign on the same topic.
The Impact:
"Unseen Stories" made a major impact in the Italian market, gathering strong media coverage. Measured through our first-party Brand Lift solution, the campaign was highly memorable amongst Spotify Audiences—shown with an increased Ad Recall (+43pts). Exposure to the campaign also led to increased Message Association (+16pts), developing the link between the Lines brand and the sentiment of ending violence against women.
- 4.3X
higher lift
...compared to the Italian Ad Recall benchmark. - 5.3X
higher lift
...compared to the Italian Message Association benchmark.
The Takeaway:
As an immersive channel, Spotify is an ideal platform for raising awareness about social issues on a national or international scale. As a global company, Spotify can help advertisers bring wider awareness to causes or resources that resonate with their brand.
Learn more about launching a campaign to get the word out about causes your brand cares about on Spotify Ad Studio.