Helpbooth - Jockey | Clapboard Ad Archive

Helpbooth, crafted by Wunderman for Jockey in Peru in 2017, confronts the pervasive issue of violence against women through a strikingly direct and empathetic approach that redefines retail space as a site of social intervention. With statistics revealing that 7 out of 10 women in Peru endure some form of violence, the campaign leverages the everyday setting of women’s restrooms within Jockey Plaza to establish discreet support booths where victims can seek immediate help without fear of exposure or retaliation. This experiential initiative, anchored in the fashion and apparel category but transcending traditional brand communication, uses a single media asset to embody the problem-solution narrative that Clapboard classifies as FORMAT#2—Show the Problem, where the campaign first highlights the urgent social crisis and then positions Jockey Plaza as a tangible refuge and ally. By choosing November 25, the International Day for the Elimination of Violence Against Women, as its launch moment, Helpbooth amplifies its message of solidarity and empowerment, refusing to let the silence and stigma surrounding domestic abuse persist in public discourse or private spaces. The campaign’s strategic use of a retail environment for a social cause disrupts expectations of brand purpose, situating Jockey Plaza not just as a commercial destination but as a community advocate. Helpbooth’s design acknowledges the psychological barriers victims face, offering an accessible, anonymous lifeline that respects their vulnerability while activating the mall’s infrastructure as a platform for safety and awareness. Clapboard rates this campaign 69/100. Helpbooth matters because it demonstrates how brands in the fashion and retail services sector can leverage physical spaces to enact meaningful social change, signaling a shift in how commercial environments can serve as critical touchpoints for public health and social justice initiatives.