Dubai Foundation for Women

And Children Dubai

Foundation for Women And
Children
Basma Abdou

Abuse

Abuse

Definition
1) A corrupt practice or custom
2) Improper or excessive use or treatment
3) Obsolete: a deceitful act
4) Language that condemns or vilifies usually unjustified, intemperately, and angrily
5) Physical maltreatment -Merriam Webster

Types of Abuse

Physical Abuse
Scratching, punching, biting, strangling or kicking.
Throwing something at you such as a phone, book, shoe or plate.
Pulling your hair.
Pushing or pulling you.
Grabbing your clothing.
Using a gun, knife, box cutter, bat, mace or other weapon.
Smacking your bottom.
Forcing you to have sex or perform a sexual act.
Grabbing your face to make you look at them.
Grabbing you to prevent you from leaving or to force you to go somewhere.

Emotional/Verbal Abuse
Calling you names and putting you down.
Yelling and screaming at you.
Intentionally embarrassing you in public.
Preventing you from seeing or talking with friends and family.
Telling you what to do and wear.
Using online communities or cell phones to control, intimidate or humiliate you.
Blaming your actions for their abusive or unhealthy behavior.
Stalking you.
Threatening to commit suicide to keep you from breaking up with them.
Threatening to harm you, your pet or people you care about.
Making you feel guilty or immature when you dont consent to sexual activity.
Threatening to expose your secrets such as your sexual orientation or immigration status.

Sexual Abuse
Unwanted kissing or touching.
Unwanted rough or violent sexual activity.
Rape or attempted rape.
Refusing to use condoms or restricting someones access to birth control.
Keeping someone from protecting themselves from sexually transmitted infections (STIs).
Sexual contact with someone who is very drunk, drugged, unconscious or otherwise unable to give a
clear and informed yes or no.
Threatening someone into unwanted sexual activity.
Pressuring or forcing someone to have sex or perform sexual acts.
Using sexual insults toward someone.

Financial Abuse
Giving you an allowance and closely watching what you buy.
Placing your paycheck in their account and denying you access to it.
Keeping you from seeing shared bank accounts or records.
Forbidding you to work or limiting the hours you do.
Preventing you from going to work by taking your car or keys.
Getting you fired by harassing you, your employer or coworkers on the job.
Hiding or stealing your student financial aid check or outside financial support.
Using your social security number to obtain credit without your permission.
Using your childs social security number to claim an income tax refund without your permission.
Maxing out your credit cards without your permission.
Refusing to give you money, food, rent, medicine or clothing.
Using funds from your childrens tuition or a joint savings account without your knowledge.
Spending money on themselves but not allowing you to do the same.
Giving you presents and/or paying for things like dinner and expecting you to somehow return the favor.
Using their money to hold power over you because they know you are not in the same financial situation as they are.

Digital Abuse
Tells you who you can or cant be friends with on Facebook and other sites.
Sends you negative, insulting or even threatening emails, Facebook messages, tweets, DMs or
other messages online.
Uses sites like Facebook, Twitter, foursquare and others to keep constant tabs on you.
Puts you down in their status updates.
Sends you unwanted, explicit pictures and/or demands you send some in return.
Pressures you to send explicit video or sexts.
Steals or insists to be given your passwords.
Constantly texts you and makes you feel like you cant be separated from your phone for fear that you will be
punished.
Looks through your phone frequently, checks up on your pictures, texts and outgoing calls.
Tags you unkindly in pictures on Instagram, Tumblr, etc.

Stalking
Show up at your home or place of work unannounced or uninvited.
Send you unwanted text messages, letters, emails and voicemails.
Leave unwanted items, gifts or flowers.
Constantly call you and hang up.
Use social networking sites and technology to track you.
Spread rumors about you via the internet or word of mouth.
Make unwanted phone calls to you.
Call your employer or professor.
Wait at places you hang out.
Use other people as resources to investigate your life. For example, looking at your Facebook page through
someone elses page or befriending your friends in order to get more information about you.
Damage your home, car or other property.

Brand

Brand Identity

first licensed non-profit shelter in the UAE for

women and children victims of domestic violence,
child abuse,and human trafficking.

Brand Offering

Immediate protection and support services in

accordance with international human rights
obligations.

Brand Vision & Mission

Vision
A community free of violence and abuse.
Mission
The Dubai Foundation for Women and Children
aims to alleviate violence against women and
children through protection, prevention and
promotion.

Brand Beliefs

Every person has the right to human dignity and respect.

Every person has the right to live without fear and violence.

Violence and abuse is never the victims fault.

No violence is justifiable.

By educating people, we can prevent the spread of abuse

in families and society.

The protection of women and children is fundamental to the

health and well-being of our society

Brand USP

The only shelter in Dubai that offers a safe place

for women and children

Communication
Problems

Communication
Problems

Raise community awareness about assault on

children.

Educate public about preventing harassment of

children.

Educating parents on identifying the signs of

abuse in children.

Educate the children about protecting

themselves from getting abused.

Target Audience

1.Parents
2.General Public
3.Children

1
Parents

Demographics

Age Range: 25-35 years old

Gender: Female

Education: Undergraduate and Graduate degrees

IncomeRange: Medium to high income (30,000+)

Race and Ethnicity: All

Geographic Location: Urban city, Dubai

Psychographics

Perception: Successful

Awareness:

Motivation and Needs: desire to lead a happy

family while maintaining a decent career.
wanting it all

Attitude and Personality

Lifestyle:

Lifestyle

Concerned with appearance

Success is crucial

Reputation

Hectic Lifestyle for those working, and relaxed

for the mothers (Jumeirah Janes)

2
Public

Once the Parents are reached, the message would

then spread throughout society via:
1.
2.
3.
4.
5.

social media
word of mouth
traditional advertising
Activation
Engaging Interaction

3
Children

Since the purpose of the campaign is to bring people together

for a greater good and to increase sensitivity. The target
customer is the mother, who will then teach their child. Thus
creating a bond between the mother and the child while
spreading the campaign message

Insights

Parents have the childs best interest at heart, yet

they do not always make the right decisions when
the child is involved

Parents sometimes feel guilty about their word

choice towards their children, but they are often
unaware of the effect it has on their future.

Creative

Experimentation

Emergency Call
impactful statements
in the shape of a
phones headset
Before its too late.
Slogan

Boogie Man
People playing peekaboo,
but their faces are
monsters illustrations

Here comes the boogie

man
Slogan

Future Criminals
Parents dont know how
their actions today affect
their children tomorrow.

Your actions today,

their life tomorrow
Slogan

Sketch Sample

X
SE

E
F
F
O

R
E
D
N

Campaign

Big Idea


Impermanent

Campaign
Outline

Phase 1:
Words to the heart /

Phase 2:
Words from the heart /

Campaign
Goal

The Goal of this campaign is to

encourage human interaction,
specifically between the
mother and the child

Creative
Executions

Phase 1

Print Ads

English

Outdoor

Mupi/billboard

Mupi/billboard

Social Media

As the campaign gains hype and momentum. Users will be asked

to submit what are the most hurtful words they have heard.
Once the submissions have been filtered through, the most
popular/frequent submissions will be chosen, tattooed on the
heart and reposted with a shoutout to those affected.
However the caption of the image would be the negation of the
statement
ie:
submission is: youre ugly
caption is: Youre beautiful

Phase 2

Social Media

Cross Platform:
Ask the public to comment, post words of encouragement.
Tagged with our hashtag #impermanent.
Facebook:
Users will be asked to comment with words of encouragement
Flash tattoo experience sharing
Twitter:
Users will be asked to submit words of encouragement
Instagram:
Users will share their experience with the activation events

Activation

The activation will take place in the three most

popular locations in Dubai:
The Dubai Mall
The Emirates Mall
JBR- The Beach

With the help of media Influencers

Huda Kattan - Huda Beauty
&
Lailli and Alizey Mirza - Pintsized Fashionista

Meet & Greet

Meet the bloggers and showcase the tattoos received at the
event
Promoter Distribution
Promoters will walk around the location on a Friday afternoon
distributing flash tattoo sample to the public. With the main
focus on the target group
(or those who fit the description)
Small booths will be available at the malls distributing the full
collection of the tattoos, which will be available for sale. The
revenue goes to the foundation.
Source attitude adoption
Once the influencers take to social media to share their own
arms with the flash tattoos, and how they wore them out with
different outfits, then the public will start looking for them to
purchase the,.

The words of encouragement and support received from the

public will be printed as a sheet of temporary tattoos. With the
increase in popularity of the Flash tattoo trend, this should be
easily adopted by the target group.

Thank You