2005 was a "year of action" for the human rights organisation medica monidale. kakoii developed a campaign which shows women in war-torn regions from the point of view of the perpetrators – as spoils of war.
medica mondiale is one of the few organisations worldwide which has taken on the issue of rape in war and war areas. Addressing this subject, they have confidently appeared in the public sphere. In the special campaing year 2005, a national campaign is meant to bring the issue to a wider audience and attain greater support for medica mondiale.
February to December 2005
The campaign, conceived and carried out by the creative agency kakoii Berlin, is intentionally provocative. It shows women of varied age and background from the point of view of the perpetrator: as a spoil of war - without inflating this with pathos. The campaign bridges the generational gap and juxtaposes the situations of women and girls affected during the second world war and the victims in today´s armed conflicts.
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10.000 posters nationally distributed, 5.000 post cards, 30.000 campaign brochures.
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BTL-Concept, which makes it possible for action-groups in all big german cities to set local campaign accents.
The campaign created media buzz and fostered a critical discussion of the topic. In addition it lead to a significant increase in donations to medica mondiale.
