The French movement Ni Putes Ni Soumises (Neither Whores Nor Submissives) celebrated 10 years of advocacy for women on the 4th of April with “Unlock a Woman”, an ambient project at the Pont des Arts in Paris. NPNS hung 300 special padlocks on the Pont des Arts, each one representing a woman stuck in a violent relationship. By scanning a QR code on the padlock, passers-by could witness testimonies from victims of domestic violence on their phones. After watching the video, people were encouraged to make a donation towards NPNS housing projects. A contribution gave the donor a combination of numbers that unlocked the padlock, to symbolically set a woman free. Supporters can unlock virtual padlocks by making a donation at unlockawoman.com.
In France, domestic violence has increased with 30% over the past 10 years. NPNS works with the association Aurore since 2011 to help women who wants to leave an abusive relationship by finding them sheltered housing solutions. The Pont des Arts is one of Paris’ many symbolic places for romance; thousands of couples come here to attach a padlock as a symbol of their love.
The Unlock a Woman campaign was developed at BETC Paris by executive creative director Stéphane Xiberras, creative director Manoëlle Van Der Vaeren, art director Alphons Conzen, copywriter Adrian Skenderovic, strategic planner Maria Galleriu, traffic manager Marie-Caroline Pupin, agency management Catherine Emprin, Adeline Dupuits and Gulia Locatelli, digital account director Eugénie Valletoux, digital project leader Fadia Al Dandachi, technical director Thibault Dargeou, technical project leader Pape-Latyr Ndiaye, print producers Annick Audoux and Catherine Bouchaud.
Production was by director Mathias Pardo via Rita Films, producer Elodie Andurand, production director Germain Robin.