The Cannes Lions Festival is the world's largest annual awards show in advertising, marketing and communications. The festival was cancelled in 2020 due to Covid-19.

In 2021, judging and announcement of the winning works from the 2020 and 2021 competitions has been conducted online.

The Silver Lion, received by Ogilvy Cape Town and the Rape Crisis, was awarded for the 'The Rape Page', which turned a daily newspaper into a weapon against rapists.

Zeenat Hendricks, communications specialist at Rape Crisis, says, "The advert is multi-layered. It functions as an advert, as awareness-raising, as information, as a resource and tool for survivors and as an innovative way to start the conversation about a difficult topic."

"Just a few days ago, we were still 'managing' and 'engaging' with our online audiences around this print ad. Over the last three years, the dramatic increase in awareness of sexual violence in South Africa has been a catalyst, for change and action from civil society through various ways and platforms such as protests and an uprise in social media activism on Gender-Based Violence," adds Hendricks.

Ogilvy partnered with Rape Crisis to identify areas in Cape Town with the highest rape statistics and designed a double page print ad and placed it in the centrefold of the Athlone News newspaper, raising awareness where it's needed the most.

Cape Town radio stations and local celebrities were leveraged to help build awareness for the campaign, through organic impressions. The impact was immediate and widespread, according to the duo.

Hendricks says, "As an organisation, we are extremely happy and excited to share this award with the Ogilvy Cape Town team. This collaboration and the work we have co-created has truly been a testament to understanding the context in which we work, create and live in."

"More so, when we bring communications of this type to communities and our broader beneficiaries, it gives them access to information and empowers them to make decisions. We know today more than anything, knowledge sharing is a form of social change," Hendricks adds.

'The Rape Page' has six finalists at the 2021 Bookmarks. It recently received an In-Book at the 2021 D&AD Awards in the Print and Outdoor category. It also received a Merit at One Show in the previous year and awarded Silver at the Loeries.

Vicki Buys, managing director at Ogilvy Cape Town, says, "'The Rape Page' is a campaign that is close to our hearts and its impact showcases the effectiveness of borderless creativity to drive social impact."

"Our mission as a creative partner to brands is to inspire them to make an impact on the world. We are thrilled at the Cannes recognition and how well the campaign has performed across industry award shows. But more importantly, the reach it has achieved to make a difference in our local communities," Buys adds.

Camilla Clerke, executive creative director at Ogilvy Cape Town concludes, "Global recognition of South African work is testament to the quality of work and local talent. The bar is raised year on year at the Lions. We are beyond happy to share this victory with our internal teams and our client, who inspire us to keep pursuing creative excellence."

For more information, visit www.ogilvyafrica.com. You can also follow Ogilvy Africa on Facebook or on Twitter.