Don't Tag Me

Client: Woman Of Azerbaijan / Kapital Bank Agency: FCB Artgroup Baku Executive Creative Director: Ersel Serdarlı Kapital Bank marketing director: Günel Mavliyarova Creative Director: Ersan Karataş Art direktor: Ravid Rüstəmov Production: Co. Pro Director: Can Özbatur Video editing: İslam Aliyev

Like in any other country in the world, in Azerbaijan thousands of women are victims of cyber bullying on Social Media. These hurtful comments, didn’t allow them to shine on male dominant business sectors.  For 2022 International Women’s Day, Azerbaijan’s leading bank Kapital Bank, wanted to declare war against all cyber bullying by starting a movement called “don’t tag me”. In the beginning of the campaign, famous Azerbaijani female business owners filled their pictures with insulting tags, those same insults that they are enduring on a daily basis in their comments. Every tag tells different stories... To show their commitment and as a sign of protest our ambassadors deactivated their Instagram tagging and comment section for 48 hours. 48 hours later they reposted the same picture now filled with positive words, to launch a message toward a positive change. After the teasing phase was completed, we released our filter, that helps women to “shake off” all the toxicity and negativity from their accounts. After a week of support from women all around Azerbaijan, Kapital Bank kicked off a series of seminars and workshops to empower Azerbaijani future female generations, with local and international business professionals. Sessions are still in process with different speakers and mentors every weekend. How we did it?: 1- Famous Azerbaijani female business owners filled their pictures with insulting tags. We start to protest! 2- We listened them; the experiences, past, present and future wishes. 3- Then our spokeswomen deactivated their Instagram tagging and comment section for 48 hours! 4- We created a Instagram filter: Women destroy all toxic comments with one head shake. 5- We support our campaign with workshops and seminars to empower Azerbaijani women under the roof of Women of Azerbaijan. Results: – Total Impression: 1.4M – Total Reach: 800K – SM total Interactions: 50K – Filter Impressions: 100K – Filter opened: 20K – Filter used: 7K