For the Dubai Foundation for Women & Children, in order to help create awareness among men regarding how what they think is a light tap can escalate into something far more damaging, the agency has used Instagram stories’ tap feature as a tool against domestic abuse; through the story of
Men are being invited to visit her profile on Instagram (lifeof_farah) to tap on the Play button. And discover the damage domestic abuse can cause, one tap at a time.
People across the UAE are also being invited to raise awareness about this message by
dfwac, by sharing the images from the story and tagging lifeof_farah and
Within a few hours of it going live, leading Arab female influencers and human rights activists such as the host of “Project Runway Middle East”, Jessica Kahawaty (jessicakahawaty), have also endorsed the message and the story. And it’s continuing to grow organically.
Country : United Arab Emirates
Agency : FP7/DXB – McCann Worldgroup
Advertiser : Dubai Foundation for Women & Children