| Trama | We partnered with the MTC Nestor Sunshine Boxing Academy to promote a fake boxing match between a man and a woman at the Champions in Action Boxing Bonanza which was due to take place in Windhoek on October 21, 2017.We hired two actors who were inserted into the official Tournament posters by the Academy, who then publicised the match free of charge.On fight night, the actors were brought into the ring just before the night’s title fight, whereupon the Announcer interrupted proceedings, reading a statement denouncing gender-based violence and directing people to the LifeLine/ChildLine GBV helpline.The story was picked up by the national papers and made headline news on the national broadcaster NBC1, reaching 72% of Namibia’s population. Furthermore, it achieved over 36,000 impressions on social media platforms within 24 hours, and the LifeLine/ChildLine call centre saw a 30% increase in calls in the month that followed. |