2025 Winner

CASE SUMMARY

The agency uncovered a serious problem – that abused women don’t have the privacy to look up information that would help them begin their escape. Some might look like they have a certain level of freedom being allowed to leave the home to shop, run errands or workout. In reality, these women are being
watched at all times.

The use of phone tracking and similar techniques allow abusers to create the illusion of freedom to the outside world, while keeping a constant watchful eye on their partners. Getting caught risked opening up to even more, dangerous abuse.

With running on the rise among women, they looked at the opportunity to tap into their ability to listen to content when running. Always knowing, however, that it too may be subject to scrutiny. If the brand was going to get life-saving information into women’s hands, they’d have to do so under a cloak of disguise.

Launched on International Women’s Day, March 8th 2024, “She Runs” is a playlist compiled of 8 tracks, each covering a specific topic the agency found women lacked information on when trying to escape abuse.

Born out of the agency’s insight that this information needed to be discreet, each track begins with an intro that sounds just like a typical running tutorial in case any abusers try to listen in.

After this intro, the tone and content shifts to instructions on how to run from something much more dire – an abusive relationship. Topics range from what to pack (disguised as “Must-have running gear”) to how to check for apps that might be monitoring their activity.

When creating this piece, discretion shaped every element. How could they ensure that this made as little mass buzz as possible, while easily spreading from one woman to the next?

Placing directive materials inside women’s shoes and inside women’s change rooms at a major running supply store ensured they reached the female audience, and more importantly, avoided any undesired discovery from men.

The brand joined forces with the tight-knit female running community to start the spread of their message by arming them with this discreet tool on Day One.

Lastly, influencer amplification was conducted by those with an almost entirely female audience, and each piece of content started with messaging meant to make men drop off before getting into the real stuff.

Within the first few days, the playlist had been listened to in over 50 cities across more than 25 countries. Of those who had listened to the playlist, 76% saved it, proving there was a real need for this tool. In just a few days, they saw a reach of 4,751,200, with 23,968 in engagement, and over 1300 shares.

In the end, it reached 71% of all women in Ontario (the Canadian province in
which Interval House is located).

Credits

Agency: DonerNorth
Chief Creative Officer: Lance Martin
Creative Director: Jill Mack
Creative Director: Daniel Bennett
Copywriter: Jill Mack
Art Director: Daniel Bennett & Justin Turco
SVP, Integrated Production: Jen Dark
Senior Integrated Producer: Tania Gaudio
Senior Integrated Producer: Carolyn Mitchell
Chief Stategy Officer: Adrianne Gaffney Wotherspoon
VP, Managing Director: Olivia Damiani
Account Director: Zoe Reynolds
Account Director: Taylor Squires

PR: Veritas Communications
Associate VP: Julia Des Islets
Account Director: Ally Carlson

Cinematographer: Alex Han

Music House: TA2 Sound + Music
Partner + Executive Producer: Christine Leslie
Director/Composer/Engineer: Oliver Wickman

Editorial: Saints
Executive Producer: Emily McKay – @emm_kay13
Editor: Aaron Dark - @airdark123
Assistant Editor: George Abraham

Post/VFX: Darling VFX
Producer: Will Culverwell
Colourist/Transfer: Patrick Samaniego
Colour Assistant/Transfer: Eric Kingsbury
Online Artist: Alexa Salsberg
Online Assistant: Michael Pitruzzella
Animation: Lev Bravo