The German Federal Ministry for Education, Family Affairs, Senior Citizens, Women and Youth
Stronger Than Violence
A nationwide campaign to raise awareness of violence against women and show citizens how they can help.
One in every three women in Germany experiences physical or sexual violence at least once in their lives.
The German Government, specifically the Federal Ministry for Education, Family Affairs, Senior Citizens, Women and Youth (BMFSFJ), wanted to make clear to the public the pervasive and tragic issue of violence against women.
The chilling statistic on the left is unfortunately not something many citizens are aware of. To kick off the campaign, we asked people, what’s your number? Using an online tool, people could be confronted with the staggering number of women they know personally (based on their social media friends list) that have experienced violence. We also projected the present number of women in public places, such as Alexanderplatz, that had been affected based on visitor data.
The campaign also included posters that called on people to do something if they suspect something, acknowledging their internal conflict and urging them to act past it:
I should help, but it’s not my business!
The campaign evolved when lockdown hit. Suddenly, thousands of women were trapped with their violent partners and had no way to contact helplines safely. So we brought help to the only places people has private access to: supermarkets and social media.
The entire team was women.
It won the PR Award Campaign of the Year 2021, and the Bronze Lens Award 2022.