The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world.
Describe your project. What is it, what was the elevator pitch?
Invisible Banners were a quiet way of sending a powerful message about the way our society treats rape culture. By hijacking the most ignored form of media, web banners, we got people to treat rape the way they usually do, by ignoring it, which in turn put the problem front and center.
What key challenges did you face with this project? And how did you overcome them?
The greatest risk in designing ads that were intentionally supposed to get ignored was that our campaign as a whole would get breezed over. So we worked hand in hand to craft the PR story and bring digital media partners together to not only provide free banner space for us but also write articles covering the idea. This brought the facts out of the dark and into the spotlight.
What was the most rewarding aspect of working on your project?
It was a great feeling to see how strongly women supported the project. Knowing that they could relate so strongly to the examples we were highlighting showed the importance of talking about this problem.
Why this particular cause as the subject of your project/campaign?
Rape culture in today's society is a topic that continuously rears its head in the news, on college campuses, and even in politics, but for some reason we continue to downplay the issue. We all need to change our viewpoint on the seriousness of these cases, or the same headlines will just keep repeating themselves.
When working on this project, what were some of the most important conversations you had with your team?
Our team wanted to make sure we got our point across without exaggerating the issue or pointing fingers. We didn't want to use headlines that sounded drastic or accusing, but real facts and examples drawn from real experiences.
What did you learn from working on this project that you didn't know going into it? Did anything come out of it that surprised you, or that you weren't expecting?
Our team knew about the problem going into this project, but it was surprising to find out just how ridiculous the problem really is. Things like colleges teaching girls to yell "fire" because no one will respond to "rape," and finding out that 1 out of every 5 girls are sexually assaulted on college campuses. It made us ask ourselves how we didn't know these kind of facts before we started.
Includes individual banners, buttons, pop-ups/unders, etc. Can include static or dynamic banners but must conform to common IAB-accepted banner sizes. Must be only 1 banner.