| THE RAPE TAX

Idea Pitch Creative Team •
Ash Winter-Best | Art Director.
Clay MacGuire   | Copy Writer Sr.

Awards •
3 Cannes Lions 2 Silver / 1 Bronze ✩ 2 One Show 1 Silver / 1 Bronze ✩ 4 LIA'S 1 Gold / 1 Silver / 2 Bronze ✩ ANDY'S 1 Gold ✩ 2 D&AD 1 Graphite Pencil / 1 Wood Pencil

Our Idea •
Rape is a vicious crime—it can also be expensive. In the US, 9 out of 10 victims are forced to pay an average $1000 in hospital bills after an attack. Given that 91% of the victims of rape and sexual assault are female, this represents another example of injustice that women face within the US healthcare system.

We wanted to empower rape survivors to raise their voices—to expose the financial burden that they must endure on top of the emotional and mental burden they suffer in the aftermath of sexual assault. At the same time, we set out to connect rape victims across the nation, who received an unjust hospital bill, to the National Organization for Victim Assistance (NOVA) to get the help they deserve.

| CRAFT

Rewriting Survival •
We started by rewriting real survivors’ medical bills with the true story of their sexual assault to communicate that they were, in essence, being charged for their rape. And then we used these repurposed hospital bills to invite millions of other rape survivors to share their own stories in the same way through RapeTax.com, a digital platform created for the project.

We also transformed bills as a call-to-action, empowering survivors to mobilize others with the same experience, and drive them to the National Organization for Victim Assistance (NOVA), who can help free them from this financial burden.

Senior Creative Team •
Tim Hawkey | EVP, CD & Managing Dir.
Bernardo Romero | SVP, Gr. CD

Client • NOVA    

Producer •
Elan Schoonmaker | Producer