2024 Winner
GoldBest in Audio Platforms
GoldBest in Niche Targeting
Interval House / Sport Chek
"She Runs"
DonerNorth / Veritas
"She Runs"
DonerNorth / Veritas
They uncovered a serious problem – that abused women don’t have the privacy to look up information that would help them plan a successful escape. Some might look like they have a certain level of freedom; being allowed to leave the home to shop, run errands or workout, but in reality, these women are being watched at all times. The use of phone tracking and similar techniques allow abusers to create the illusion of freedom to the outside world, while keeping a constant watchful eye on
their partners.
The agency found that many women who fell into this category did have the ability to listen to content when running, but that it too may be subject to scrutiny. If they were going to get this lifesaving information into women’s hands, they’d have to do so under a cloak of disguise.
That’s when they launched “She Runs” – a new initiative designed to reach a higher volume of women, while garnering zero media attention, and therefore alerting absolutely none of their abusive partners. They needed a large organic spread that would never receive mass buzz.
“She Runs” is a Spotify playlist compiled of 8 tracks, each covering a specific topic they found women lacked informa:on on when trying to escape abuse. The agency discovered that Spotify was a huge destination for those who look for typical running playlists, so the placement would only boost the non-descript nature of their piece.
Born out of the agency’s insight that this information needed to be discreet, each track begins with an intro that sounds just like a typical running tutorial in case any abusers try to listen in. After this info, the tone and content shift to instructions on how to run from something much more dire – an abusive relationship. Topics range from what to pack (disguised as “Must-have running gear”) to how to check for apps that might be monitoring their activity.
When creating this piece, discretion shaped every element. But this was also the agency’s biggest challenge, especially when it came to generating useful metrics. Unlike a simple conversion of sale or donation, they needed to spread stealth acts of lifesaving intervention; a number that’s essentially impossible to track in traditional ways.
Instead, the agency focused on how they could ensure that this made as little buzz as possible, while easily spreading from one woman to the next. What made it successful was its insightful distribution.
They ensured only the female target saw it by putting it places that only women look – from women’s changerooms in fitness stores to inside women’s running shoes.
Influencers stepped in to offer help, but they had to find a way to amplify this message in a very strategic way.
First, the agency only worked with influencers who have an almost entirely female audience. As an additional layer of disguise, each piece of influencer content was required to start off with messaging that made men drop off before getting into the real content. This content was quickly picked up by women and shared by similar influencers with massive female followings
(like @thebirdspapaya – 2.4m following).
The unexpected innovation of this piece is what made it so effective – turning the typical audio running coach playlist template into a tool that gave women the lifesaving information that motivated them to run for their life. It not only allowed them to house this information somewhere where women could listen to it, it created a tool that could be passed from woman to woman without putting them at risk. It educated all women on the signs to be aware of in their own relationship, and in the relationships of those they love.
The way they distributed this playlist furthered the innovation. Placing it inside women’s shoes and inside women’s changerooms at a major running supply store (Sport Chek) ensured they reached their audience, and more importantly, avoided any undesired discovery from men.
Within the first few days, the playlist had been listened to in over 50 cities across more than 25 countries. Of those who had listened to the playlist, 76% saved it, proving there was a real need
for this tool.
In just a few days, the brand saw a reach of 4,751,200, with 23, 968 in engagement, and over 1300 shares. In the end, it reached 71% of all women in Ontario without breaking into the headlines where our message could potentially be compromised.
Perhaps most importantly, this asset is one that can live on with minimal upkeep or invested resources. It can remain available to women in need and be passed to countless women for decades to come.
their partners.
The agency found that many women who fell into this category did have the ability to listen to content when running, but that it too may be subject to scrutiny. If they were going to get this lifesaving information into women’s hands, they’d have to do so under a cloak of disguise.
That’s when they launched “She Runs” – a new initiative designed to reach a higher volume of women, while garnering zero media attention, and therefore alerting absolutely none of their abusive partners. They needed a large organic spread that would never receive mass buzz.
“She Runs” is a Spotify playlist compiled of 8 tracks, each covering a specific topic they found women lacked informa:on on when trying to escape abuse. The agency discovered that Spotify was a huge destination for those who look for typical running playlists, so the placement would only boost the non-descript nature of their piece.
Born out of the agency’s insight that this information needed to be discreet, each track begins with an intro that sounds just like a typical running tutorial in case any abusers try to listen in. After this info, the tone and content shift to instructions on how to run from something much more dire – an abusive relationship. Topics range from what to pack (disguised as “Must-have running gear”) to how to check for apps that might be monitoring their activity.
When creating this piece, discretion shaped every element. But this was also the agency’s biggest challenge, especially when it came to generating useful metrics. Unlike a simple conversion of sale or donation, they needed to spread stealth acts of lifesaving intervention; a number that’s essentially impossible to track in traditional ways.
Instead, the agency focused on how they could ensure that this made as little buzz as possible, while easily spreading from one woman to the next. What made it successful was its insightful distribution.
They ensured only the female target saw it by putting it places that only women look – from women’s changerooms in fitness stores to inside women’s running shoes.
Influencers stepped in to offer help, but they had to find a way to amplify this message in a very strategic way.
First, the agency only worked with influencers who have an almost entirely female audience. As an additional layer of disguise, each piece of influencer content was required to start off with messaging that made men drop off before getting into the real content. This content was quickly picked up by women and shared by similar influencers with massive female followings
(like @thebirdspapaya – 2.4m following).
The unexpected innovation of this piece is what made it so effective – turning the typical audio running coach playlist template into a tool that gave women the lifesaving information that motivated them to run for their life. It not only allowed them to house this information somewhere where women could listen to it, it created a tool that could be passed from woman to woman without putting them at risk. It educated all women on the signs to be aware of in their own relationship, and in the relationships of those they love.
The way they distributed this playlist furthered the innovation. Placing it inside women’s shoes and inside women’s changerooms at a major running supply store (Sport Chek) ensured they reached their audience, and more importantly, avoided any undesired discovery from men.
Within the first few days, the playlist had been listened to in over 50 cities across more than 25 countries. Of those who had listened to the playlist, 76% saved it, proving there was a real need
for this tool.
In just a few days, the brand saw a reach of 4,751,200, with 23, 968 in engagement, and over 1300 shares. In the end, it reached 71% of all women in Ontario without breaking into the headlines where our message could potentially be compromised.
Perhaps most importantly, this asset is one that can live on with minimal upkeep or invested resources. It can remain available to women in need and be passed to countless women for decades to come.
Credits
Agency: DonerNorthChief Creative Officer: Lance Martin
Creative Director: Jill Mack
Creative Director: Daniel Bennett
Copywriter: Jill Mack
Art Director: Daniel Bennett & Justin Turco
SVP, Integrated Production: Jen Dark
Senior Integrated Producer: Tania Gaudio
Senior Integrated Producer: Carolyn Mitchell
Chief Strategy Officer: Adrianne Gaffney Wotherspoon
VP, Managing Director: Olivia Damiani
Account Director: Zoe Reynolds
Account Director: Taylor Squires
PR: Veritas
Associate VP: Julia Des Islets
Account Director: Ally Carlson
Cinematographer:
Alex Han
Music House: TA2 Sound + Music
Partner + Executive Producer: Christine Leslie
Director/Composer/Engineer: Oliver Wickman
Editorial: Saints
Executive Producer: Emily McKay
Editor: Aaron Dark
Assistant Editor: George Abraham
Post/VFX: Darling VFX
Producer: Will Culverwell
Colourist/Transfer: Patrick Samaniego
Colour Assistant/Transfer: Eric Kingsbury
Online Artist: Alexa Salsberg
Online Assistant: Michael Pitruzzella
Animation: Lev Bravo
Media Agency: Doner Media
Media Director: Rob Middleton