FH25 - AVON-Let's change the law!
The challenge
We were looking for an answer to the question that although the social presence of the topic is strong, the statistics are shocking, the stories were known - yet no political or legal response was born. So we convened a stakeholder roundtable, where we started a dialogue with the experts closest to the topic to look for the real root of the problem. The participants were NGOs, lawyers, victim assistance experts, members of parliamentary committees, women's rights specialists. And what turned out: Domestic violence in Hungary at that time (2012) was NOT a criminal category.
The solution has given itself - how can it be made that way?
🔹 By collecting 50,000 valid signatures. That was all it took for Parliament to be obliged to put the issue on the agenda.
🔹 With a civilian-focused strategy: focus on the cause, not the brand. Communication focused on signature collection and the problem - AVON consciously remained in the background.
🔹 “My name is Kinga Szabó” - with a viral film that moved the country, which reached more than 32,000 views, was also screened in cinemas and became a topic of national conversation.
🔹 By activating the general public. A nationwide network of AVON consultants and 26 well-known personalities collected signatures, which in itself has already generated considerable media attention.
🔹 We have intensified all this with a continuous media presence. 1,140 online articles; 122 print; 45 TV; 11 radio publications dealt with our topic.
The result - when communication changes the law
🔹 103 159 signatures were collected (double the required number), so Parliament was obliged to put the issue on the agenda.
🔹 The debate received national publicity.
🔹 Finally, the proposal passed with 336 votes in favour.
🔹 Domestic violence was included in the Criminal Code.
Both our Public Affairs campaign and the short film produced by Café Film have been awarded several awards: European Excellence Awards Best PA Campaign, Effie Arany — Best Viral Film, PrizMA — Best Public Affairs Campaign; Best Viral Film, Bronze Blade.
Why we loved this job?
Our work has made a real difference. Great people stood by us, very well received by the public, and it was good to live their collaboration for a noble cause. With a small budget, but with an exciting approach, we have achieved that one country has made a difference as a result of the campaign. Insight has made this campaign unique. It became historic because of the change in the law and because of the joint work it became ours. There is still a long way to go until domestic violence is defeated - but at least it is already punishable.
