Super-Pharm pitches in for Rape Crisis Centers

For more than a decade, Super-Pharm, Israel’s largest drugstore chain, has been lending a helping hand to the Israeli Association of Rape Crisis Centers’ annual fundraising campaign. The goal is to promote greater public awareness of the issue and, of course, to raise money for the continuation of the association’s important work. Every year, Super-Pharm offers holiday greeting cards for sale at cash registers in their branches throughout the country; all proceeds from the sale of the beautifully designed cards (NIS 10 per package) are given to the association.
The challenge: To create “buzz” on the social media and generating media coverage to spur potential donors into action
Our strategy: During the first week of the fundraising campaign, we recruited leading celebrities who were photographed with four fingers painted purple (the Association’s signature color) and one finger left unpainted. The unpainted finger represents the statistic that one in every five women experiences a sexual assault during her lifetime. The celebrities then posted their photos on Instagram bearing the hashtag #oneinfive, along with an appeal to buy the greeting cards displayed at Super-Pharm branches. Afterward, Super-Pharm urged its customers to photograph themselves and post the photos on the social networks.
The outcome: 
67 posts by celebrities and others who joined the campaign
More than 780,000 people were exposed to the campaign’s messages
More than 52,000 Likes on Facebook
More than 1,000 readers’ comments     

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