2022 Winner

To drive awareness and donations for services needed by women and children escaping domestic violence, the YWCA and Rethink created the “Wall for Women” – a 42-foot mural on a major corner in Vancouver. The YWCA partnered with renowned artist Ola Volo to create the first mural designed to fund the fight against domestic violence by embedding six painted QR codes within the intricate image of a powerful queen-like figure rising up.

As people attempt to take photos of the mural with their phone, the embedded QR codes deliver a disturbing statistic about domestic violence and prompts them to make a donation. The campaign earned over one million impressions in traditional media, over 500,000 impressions in organic social reach and an unprecedented amount of user-generated content on TikTok and Instagram. The YWCA’s social channels saw over 30,000 engagements, helping it become recognized as a powerful advocacy group among millennial audiences.

Credits

Client: YWCA Metro Vancouver
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Leia Rogers, Morgan Tierney
Associate Creative Director: Sheldon Rennie, Jordon Lawson
Art Director: Abrie Miller, Sheldon Rennie, Nada Hayek
Designer: Abrie Miller, Sheldon Rennie
Writer: Emily Betteridge, Jordon Lawson, Thom Peters
Producers: Sarah Lee, Scott Russell, Sarah Vingoe, Terri Winter
Lead Strategist: Darren Yada
Strategist: Aliz Tennant, Samantha Cheng
DP: Eric Arnold
Editor: Megan O’Connor
Studio Artist: Jan Day, Jonathon Cesar
Illustrator: Ola Volo
Digital Designer: Sheldon Rennie
Developer: Steve Lam
Account Director: Kennedy Crawford
Account Manager: Winnie Woo