Background: France 5 is a public service channel with a public service mission. For the International Day for the Elimination of Violence against Women, France 5 wanted to change the way people look at domestic violence and at the victims.
Cultural / social / political climate: French people often tend to minimize the problem or, even worse, to see women as half-guilty. The result, most of the time, is that nothing is done and violent situations continue for years, ending with the death of 108 People, victim or witness, need to wake up and realize how unacceptable domestic violence is. This to convince them to immediately call 3919, domestic violence help hotline, when they are victims or witnesses.
Strategy: November the 25th, the TV channel France 5 used every inch of its media power to fight domestic violence
Execution: November the 25th, the whole programming of the channel was dedicated to the cause with documentaries, lives, debates and special editions of usual broadcast. France 5 also created a PSA commercial aired several days on the channel and on social media. An online platform that allowed women to testify anonymously was launch and at the same time the #violencesfemmes was launch free voices.
Results / impact: A national change of perception towards domestic violence supported by press and the whole country. Best french tnt audience the night of the broadcast. Most discussed subject on twitter the day of the broadcast. Most viewed, liked commented and shared video in France5 social media history.