Webguerillas: Streetwalking instead of catwalking
With an online guerrilla campaign, the agency Webguerillas aims to raise awareness about human trafficking. To that end, they sent Joiz host Gülsha and fashion blogger Mirjam out onto the streets and called for a “stiletto run.”.
For the campaign on behalf of the non-profit organization Glowbal Act, TV presenter Gülsha (Joiz TV) and fashion blogger Mirjam Herms (Chic & Smart) were won over. The two young women report excitedly - Gühlsa on the Joiz news program and Mirjam via video blog - about a dream job they have been offered. With camera in hand, the women are on their way to the casting. But instead of the supposed new employer, an unknown man opens the door. The man drags Gülsha and Mirjam into the house and knocks them down. Instead of being in the limelight, the two women end up on the street. The call follows to set a sign against human trafficking and to take part in the stiletto run.
To achieve the greatest possible surprise effect, the message was placed live in a news broadcast and in a normal-looking blog post. Via TV and social media, the virals reached several tens of thousands of Swiss people without media issues, according to a statement. In the run-up to the event, Mirjam Herms announced on Twitter and Facebook that she had landed a modeling job and would be reporting on it shortly.
All participants worked on a voluntary basis and left the proceeds of the event entirely to the benefit of victims of human trafficking. The Zurich Stiletto Run was attended by around 250 women in high heels last Saturday.
Responsible at Glowbal Act: Tabea Oppliger (President), Sonja De Iaco, Timea Keller. Responsible at Webguerillas: Conrad Malcher (Creative Director), Daniel Gremli (Concept and Text), Norbert Rieger (Art Direction), Christian Schiller (PR), Tatjana Meichtry (Consulting).
