Spotify
The problem
Gender-based violence can include sexual, physical, and mental harm inflicted in public or in private. The consequences of gender-based violence are devastating and can have lifelong repercussions for survivors.
The target
Women aged 24-34 who are either currently employed, studying, or have already graduated.
Insight
People share their favourite songs on social media to express their feelings.
Big Idea
We create a playlist disguised as a helpline.
People who face gender-based violence don't talk to their peers/friends about it. Whatever happens to them stays with them. Surprisingly, we found that
We leverage the power SEO analytics and targeted keyword research to help these women. Spotify Ads will appear for women who look for help online and will lead them to our discreet playlist.
Of course, a Spotify ad is sure to pique interest. We then use our playlist as a helpline.
Now all they have to do is share a song they really like on their Instagram story.
Spotify will DM them, ask for their details and immediately get in touch with them.
If the victim isn't comfortable doing that, they guide them to a helpline page created in collaboration with the Canadian Women’s Organization.
The NGO will then provide support to the victims and survivors
No one can see what's written behind an image on an Instagram story.
Victims can share the song they like on Instagram stories, tag @spotifycanada and place their hashtag #SpotifyYouHearMe behind the music album so it’s hidden.
Thus, Spotify hears them.
