The opportunity:
Create a campaign to win the hearts of South African women.

A campaign that doesn’t just say that we care about women, but one that actually does something to prove it.

The insight:
In South Africa, women are perceived as easy prey.

Crime is a daily reality. And more often than not, these crimes are perpetrated against our mothers, sisters and daughters. What if we could use our resources to give women the tools to walk through life without fear?

The idea:
Pretty Lethal. Free self-defense classes for women.

Instead of creating another TV ad that tells women how great they are and how we ‘get’ them. We provided as many women as we could with self-defense training, absolutely free of charge.

The execution:
7 venues, 16 trainers, 20 days of classes, 1440 women trained.

At prettylethal.co.za any woman could register and book a 90 minute class closest to them. They arrived intrigued, and left empowered.

The result:
An effort that made a difference, and made the news.

The campaign was picked up and covered by all sorts of media touch points and outlets. From Elle magazine, to News24, and national radio.