Daytime TV presenters verbally abused on daytime TV show in campaign to highlight domestic violence
In aid of International Women’s Day on 8th March, Georgian TV channel, Rustavi2 agreed to broadcast a live and powerful feature. The footage of a female presenter on daytime TV show ‘Skhva Shuadge’ being verbally abused by a male producer in the background, for making a simple mistake, makes for uncomfortable viewing.
You can see the film here: https://www.youtube.com/watch?v=797d9JiFJls
The film, which was recorded last Thursday, was shared more than 6000 times, and had 250,000 views. In 3 days, it became the most watched and shared film of the month. In a small country such as Georgia, this is a huge achievement. Rustavi2 is the country’s most viewed channel, with 28% market share. It’s weekly news round-up show featured the initiative, with it also being covered by all the major news sites in the country.
The problem of domestic violence is still ignored in some countries, Georgia included. The objective of this campaign is to urge people not to turn away and ignore the issue anymore. The need to face the problem and deal with the problem must be addressed.
Credits
Client: Rustavi2
Agency: Saatchi & Saatchi Tbilisi, Georgia & Saatchi & Saatchi Budapest, Hungary
Creative Director: Anton Demakov, Andrea Toth, Steve Hough
Copywriter: Saba Lekveishvili, Klaudia Rosenkranz
Account Team: Rusudan Gigineishvili, Keti Chitanava, Ia Janjgava
PR agency: Key Communications
AWARDS:
Gold - Golden Drum_(Media) 2016
Gold - Golden Drum_(Public Relation) 2016
Gold - Golden Drum_(Branded Content) 2016
Gold - Ad Black Sea_(Best film & video content) 2015
Gold - Golden Hammer_MEDIA (Special events & stunt/live advertising) 2015
Gold - Golden Hammer_ PROMO & ACTIVATION (Promotional stunts and live advertising) 2015
Gold - Golden Hammer_SOCIAL (Media) 2015
Silver - Golden Hammer_PR (Social PR) 2015
Bronze - London International Awards_(Innovative Use of TV/Cinema/Online Film) 2015
Bronze - Cristal Festival, Promo & Direct Best use of broadcast in a promotional campaign 2015
Finalist - Cresta Awards_(Ambient) 2015
Shortlist - Eurobest_Media (Use of Screens) 2015
Shortlist - Eurobest_Media (Charities, Public Health, Safety & Awareness Messages) 2015
Shortlist - Cannes Lions_Media (Use of Events & Stunts) 2015
Shortlist - Cannes Lions_Promo&Activation (Use of Broadcast in a Promotional Campaign) 2015
