Gorkem Ciftci is pleased with himself, not in a smug manner but with a sense of satisfaction that he has made a positive impact. As the Art Director of the campaign “Woman with no Voice” Ciftci conceived of and created a campaign (with his team) to dramatically raise awareness of domestic abuse in his homeland of Turkey. While his vocation most often has him working with clients who are promoting everything from interior design/aesthetics to cars to TV programs, Gorkem has also utilized his talents to promote many socially minded ventures that exist in and border on altruism. The role of art director is itself steeped in both the creative mind and the business sense; it perfectly suits someone like Ciftci who thinks of helping others aspire to a better life and possesses the real world skills to enact this. While this may sound like an extremely benevolent view of those involved in the business/advertising realm, one need only consider Gorkem’s work on “Woman with no Voice” to understand it in a real world application. He passionately explains the situation and his motivation to become involved stating, “The real problem about domestic abuse in Turkey is that nobody is brave enough to speak out. The women who suffer from domestic violence are often economically dependent on their husband; this is why they choose to keep silent and not to talk about it. Silence of the oppressed makes this violent epidemic inevitable. Moreover, in rural parts of Turkey, religion and bigoted traditions contribute significantly to the suffering of women. They are often forced to get married in very early years, very few of them have chance to get education, and they are not really counted as human beings but rather the commodities of men. As a proud feminist, I have been seeking any chance to get involved in campaigns to combat patriarchy in Turkey. And I was fortunate to take part of a few over the course of my career. I knew that this one was going to be the boldest one. I knew from the start.”
This campaign was part of a greater movement named ‘’Every Breath, a Voice’’ that was dedicated to combating and ending domestic violence in Turkey. Numerous campaigns were created and events held annually to raise awareness on the issue. This group wanted a bold and provocative campaign that would spark national debate. As art director, Gorkem wanted to find a unique and dramatic way to convey the idea that the plight of these women was not receiving the attention that it deserved. He explains, “After researching and reading the stories from victims of domestic abuse, I had reached to the conclusion that a single major characteristic of victimized women is their silence, hopelessness in other words. With this focal point, we needed to come up with a creative execution that demonstrates the silence of these victimized women in an interesting and creative way; that execution was to associate this oppression with Facebook’s automatically playing mute videos (Facebook plays videos on mute in order to not disturb users while scrolling down on the newsfeed. This feature has been very significant to the Facebook users).
This idea was powerful but also created a major problem for Gorkem. This gravitas of the presentation rested on the idea of silence; if this silence was broken by a voice over it would diminish the power of the visual. The presentation would be decidedly simple. A woman cries out in front of the camera, wearing a plain dark shirt and a wedding ring while standing in front of a dark gray background. The drama is exponentially intensified by Ciftci’s decision to place text in the box to the right of the screen (the voice icon on Facebook video bar) corresponding to the Facebook feature. This communicated the twist that the cries for help from these women are not heard as the viewer attempts to increase the volume of the audio. It cannot be overstated how emotional and heart-wrenching the campaign is (https://vimeo.com/172093012).
Thirty Turkish actresses were viewed to portray this simple yet highly emotive role. The performance of the actress seen in the campaign is haunting, which is appropriate. Far from the glamour and excitement normally associated with being on set, Ciftci relates, “The set suddenly become a dark and depressing place as we began shooting. This was quite surprising for me. Even though we all knew that it was a screenplay, the screams of the actress were something terrible to witness knowing that millions of women suffer domestic abuse and had to face these horrors on daily basis. The original film had no audio, but we had to hear her screams in the studio for the sake of persuasiveness. Witnessing a re-enaction of such horror was upsetting to all on set that day. However, I also knew that this was a powerful cause and could not wait to have the film published so it would start contributing to the positive change.”
A significant difference between the “Woman with no Voice” campaign and those of a similar intention in the past is that the decision to use Facebook and Twitter to share its message resulted in a mass proliferation (via “shares”) and immediately accessible metrics. As opposed to traditional TV or print campaigns in which the public’s reaction is often uncertain, social media allows for immediate responses and feedback, without censorship. As the creators of “Woman with no Voice” had hoped, a national debate was triggered and millions viewed it. One of the most unexpected outcomes of the campaigns viral nature was that men were very eager to talk about the issue and were among the majority of those who “shared” it.
(CRYSTAL APPLE FESTIVAL AWARD CEREMONY 2015, UNIQISTANBUL, ISTANBUL)
“Woman with no Voice” was overwhelmingly accepted and praised by the public. In addition, it received copious accolades that included: 1x Gold, 1x Silver, 1x Bronze at Crystal Apple Festival of Creativity (2015), 1x Gold Mixx Awards Turkey (2016), 1x Bronze Mixx Awards Europe (2016), & 1x Gold, 1x Merit at Kırmızı Advertising Awards (2015). While awards always have a beneficial effect on a professional’s career, Gorkem states, “My involvement with this campaign truly deepened my understanding that I could use my role as an art director to really make a change. I think if we all found ways to use the abilities we have to help others rather than only to support ourselves, the world would be a much better place for everyone. I am humbled that I was able to do even a little bit to help the women of my country and I’ll be looking for opportunities in the future to do more.”
(KIRMIZI AD SHOW 2016, ZORLU PERFORMANCE HALL, ISTANBUL)