Launched across Montenegro bakeries earlier this year, the #TellTheWholeStory campaign is a joint effort between the European Union and Council of Europe, and aimed to raise awareness about the frequency of domestic violence cases experienced during mealtime across the country.
The campaign won an award at the regional PR agency competition SoMo Borac in Zagreb, Croatia this past November and was developed in partnership with Bild Studio agency. In addition to a viral hashtag and success across social media channels, the campaign featured the distribution of paper bread bags with the message "Do you eat it in peace?" and accompanying domestic violence statistics.
With the goal of raising awareness for domestic violence and gender-based violence cases across Montenegro, the #TellTheWholeStory campaign encouraged safe spaces where crimes can be reported by women. It also garnered a positive outcome with a significant increase in free legal aid for victims of domestic violence across the nation.
Key Themes Behind This Trend
- Domestic Violence Awareness Campaigns
- The success of #TellTheWholeStory campaign shows the potential for more awareness campaigns that target specific domestic violence situations.
- Social Media Marketing for Social Causes
- The viral success of #TellTheWholeStory campaign is an opportunity for businesses and organizations to use social media marketing to drive awareness for social causes.
- Partnerships for Social Causes
- Collaboration between organizations such as Bild Studio agency, the European Union, and Council of Europe can create successful and impactful campaigns that promote social causes.
Where This Applies
- Bakery Industry
- Bakeries can partner with organizations to create awareness campaigns on social issues to draw attention to the cause and promote their brand.
- PR and Advertising Industry
- PR and advertising agencies can use their skill sets to develop campaigns that highlight social issues and raise awareness for important causes.
- Legal Services Industry
- The success of the #TellTheWholeStory campaign led to a significant increase in free legal aid for victims of domestic violence, presenting opportunities for legal services to promote their services in this area.
