Vodacom
South Africa has one of the highest rates of violence against women in the world. Vodacom has been a champion in the fight against gender-based violence (GBV) since 2017. We. was tasked with strengthening perceptions of Vodacom as an advocate for female empowerment and telling more impactful stories in tier 1 media to help influence societal behaviours.
We. used the president’s post COVID-19 statement against rising rates of GBV during the lockdown period as a news hook to shine a light on the problem. We created tailored content and experiences for the media, including panel discussions, online webinars and virtual walks to raise awareness. Information on the Gender Based Violence Call Center and BrightSky app to assist those who need it most was central in the campaign.
Vodacom’s support call centers saw a 65% increase in calls from women and children confined to their homes during lockdown and in need of urgent help. And national print media coverage, interviews with highly regarded journalists and broadcast coverage worth more than R4 million heralded Vodacom as a purpose-driven company combatting GBV.
