Client
The Havens
Where is your line?
The Havens are a rape crisis charity organisation based in London.
In late 2009 they performed a study on a teenage audience, asking them what they considered constituted rape.
Following some pretty shocking results, an education and awareness task needed to be done, talking to this hard to reach audience about a difficult subject matter.
The outtake from the variance of responses, was that people saw what constituted rape as a grey blurry line, where few people had a very clear view of where the boundary was.
This insight was used directly to put the decision making into the users hands, and let them find choose their own line behind the privacy of their screen, and inform the user of the consequences following that.
An interactive film, where the user was encouraged to click anywhere on the video, and at any timestamp when they thought 'the line' had been crossed, was a natural execution - allowing viewers to make up their own mind, playing out the 'grey area' that the original survey had demonstrated, and going direct to where the teenage target audience were.
Every timestamp throughout the video, directed the user to a unique and relevant statistic for the action currently taking place in the film.
Not only did the video act as an awareness tool, but as further data gathering similar to the original survey.
The simple act of the user clicking on the video, acted as their response to the question 'Where is the line?'. With each timestamp of the video directing the user to a relevant subclip/ending, as well as triggering powerful information aimed at educating audiences, their interaction also generated data around the central theme – ‘Where is your line?’ – generating new insights and behavioural statistics for the service.
The interactive film went way beyond a marketing campaign
The film generated over 20,000 views in the first two days of launch, following which the project was picked up by schools and college across the London area, and went beyond being solely an awareness tool, and began being used as an education tool within these insitutions.
My role
I worked with copywriter Stef Macbeth to turn a linear film about alcohol-fuelled Date Rape into a concept and interactive experience that deepened the insights from the original survey.
The story was about responsibility. We handed responsibility to the audience.
I then implemented the multiple hidden channels and videos, ensuring that the endings could not be found through usual methods - allowing for the further insights to be gathered, worked with production company Rattling Stick, to ensure all video assets needed for the experience were produced as required, and set up the interaction through the different routes of the video.
The project went on to win at Cannes and other shows in 2010.
Awards
1 x Cannes Lions
1 x APA