Commission on Gender-Based Violence & Domestic Violence · Malta
Strategy Report & Client Proposal
Festivals & Feasts Campaign 2026
Silence Is
Not Consent.
A national campaign addressing sexual violence and the culture of consent across Malta's festa season. Reaching locals, tourists, and bystanders through outdoor media, on-ground activations, radio, and merchandise.
8
Campaign channels proposed
17+
Festa localities targetable
3M+
Tourist arrivals annually
4
Next steps to proceed
Prepared by
Redorange · June 2026
Contents
What This Document Covers
01
The Brief
What we've been asked, the context, and the campaign window
02
Campaign Concept & Messaging Pillars
Core idea, creative territory, and three strategic pillars
03
Outdoor Media
Billboards, digital screens in bus terminals, hotel screens, back of buses
04
On-Ground Activations
Column wraps, bench installations, ground treatments
05
Merchandise
Seven distributable items for festas, NGO stalls, and events
06
Radio Strategy
Station selection and creative approach for local audiences
07
Ambassador Program
Hotels and airlines as distribution partners for tourist reach
08
Campaign Delivery & Timeline
Asset delivery scope, production schedule, and rollout plan
01 The Brief
What We've
Been Asked
Campaign Focus
  • Gender-based violence of a sexual nature and consent specifically in the context of Malta's summer festas
  • Campaign to run immediately after the World Cup, entering the peak festa season
  • Core message anchored to: "Silence is NOT consent"
  • Dual audience: Maltese residents and international tourists attending festas
Status note: Client messaging, target audience split, and budget are still to be confirmed. The proposals in this document are directional and pending final brief from the Commission.
Channels Requested
  • Billboards primary OOH format
  • Digital screens in bus terminals
  • Digital screens in hotels for tourist reach
  • Back of buses
  • Ambient activations: column and bench decorations at feast localities
  • Radio Calypso, Bay, and festa-aligned stations
  • Merchandise distributed at events
  • Hotel & airline ambassador program (client pursuing relationships)
Our role: Campaign concepts, design, and production of all assets. Physical transport, installation, and on-ground management are the client's responsibility.
Why This Campaign Matters
Malta's festas draw tens of thousands of people every summer. Alcohol, crowds, and darkness create environments where harassment goes unreported and where the wrong signals get sent and ignored. This campaign changes that.
17+
Major village festas across the summer season, each a high-density public gathering
3M+
Tourist arrivals annually to Malta, with a significant share attending festas during summer
Low
Current public awareness of consent rights and reporting channels in Malta
02 Campaign Concept
"Festas are for celebrating, not for taking."
The campaign positions festas as a shared cultural treasure, one that belongs to everyone equally, and that no one has the right to violate. It meets people in a moment of celebration and asks them to hold that space responsibly.
Silence ≠ Consent Festas Are For Everyone Know The Line Speak Up. It Matters.
Three Messaging Pillars
The strategic territory
for all creative executions
Pillar 01
Silence Is NOT Consent
The absence of a "no" does not mean yes. This pillar defines consent directly: what it is and what it is not. Designed for widest possible reach across all audience segments.
Pillar 02
Festas Are For Everyone
Reclaiming the festa as a safe, shared space. Speaks to bystanders as much as victims, encouraging everyone to actively keep festas inclusive and safe.
Pillar 03
Speak Up. It Matters.
Empowering witnesses and survivors to act. Calling a helpline, supporting a friend, reporting to authorities. The action-oriented pillar with a clear directive.
03 Outdoor Media
Reaching Malta
At Scale
Four outdoor channels working together each reaching a different touchpoint in the journey to and from festas, covering locals and tourists in the same buy.
Billboards
Primary OOH Channel
Large-format typographic approach white on black or blood red. No illustration clutter. Bold enough to stop traffic. Two creative directions available.
  • Direction A: Pure type "SILENCE IS NOT CONSENT." Unarguable. Unmissable.
  • Direction B: Split scene celebration on one half, isolation on the other. Same festa, different experience.
  • Sequential placement along roads into major festa villages three boards building one message as drivers approach.
  • Every execution carries the same helpline number and QR code, agreed before design lock.

Sequential idea: Three billboards on the road to Naxxar or Żebbuġ. Board 1: "FESTAS ARE FOR CELEBRATING." Board 2: "NOT FOR TAKING." Board 3: "SILENCE IS NOT CONSENT. [Number]"

SILENCE IS
NOT CONSENT2295 9000
FESTAS ARE
FOR EVERYONE.KNOW THE LINE.
Digital Screens
Bus Terminals
Pre- & post-festa touchpoint
High dwell time people wait. They read. They watch. Bus terminals are a natural touchpoint for people heading to and returning from festas.
  • 6–10 second looping animations. Short and decisive.
  • Countdown/statistic format: "1 in 3 women. Silence is NOT consent."
  • Time-target late-night slots during festa weekends peak exposure at the exact right moment.
  • QR code scannable from a metre away on dark background.
Frame 01/03 · 3 sec
1 IN 3
WOMEN.
Frame 02/03 · 4 sec
Silence is NOT consent.
Frame 03/03 · 3 sec
Get help now:
2295 9000
Hotels Tourist Reach
Different audience, different tone
Hotel screens reach international visitors who may not know Malta's laws or how to report an offence. The tone shifts: more informational, less confrontational.
  • English-first. Frame as cultural safety information not a guilt campaign.
  • "Malta's festas are a vibrant celebration. Sexual harassment and assault are crimes."
  • Local emergency number and English-language support line prominently displayed.
  • Lobby, lift, and in-room channel screens agree sizes with each hotel partner.
Hotel Lobby Screen Draft
Enjoy Malta's festas.
Safely. Together.
Sexual harassment and assault are criminal offences in Malta. Know the law. Know the line.
Support Line
2295 9000
Back of Buses
Moving Canvas
Full rear takeover with a bold typographic message in English. The bus becomes a moving billboard through festa routes, town centres, and tourist areas, reaching audiences that fixed OOH misses.
  • Message visible at every traffic stop, bus stand, and pedestrian crossing.
  • Metaphor concept: "Know where the line is" the bus's rear as a boundary marker.
  • Coordinate with Tallinja/Malta Public Transport for high-frequency festa-route buses.
  • QR code scannable when stopped at lights or a bus stand.
Bus Rear Full Takeover
SILENCE IS
NOT CONSENT
QR
04 On-Ground Activations
Physical presence
at every festa
Three activation formats designed to travel across Malta's festa localities. Every design decision on materials, structure, and mechanism should account for transport and durability from the outset.
Column & Pillar Wraps
Festa streets are already decorated with arches and columns. Campaign panels wrap specific pillars reading as part of the festa aesthetic while delivering a sharp, unmissable message in campaign colours.
  • Black and campaign-red vinyl panels contrast with the festive colour palette of surroundings
  • Modular panels attach and detach without surface damage
  • Rotate across localities throughout the season
  • Bolt-frame construction survives 15+ load/unload cycles without creasing
Over-specify now. These units will be moved more than 15 times. Build them right once the alternative is field repairs mid-festa.
Material Specification
✓
3mm aluminium composite panels: rigid, lightweight, fully weatherproof
✓
UV-printed vinyl laminate: colour-fast under direct Mediterranean sun
✓
Rubber edge bumpers: protect both panel and column surface on impact
✓
Quick-release bolt system: 10-minute install/removal, no specialist crew
✓
Numbered per piece: manifest logging in and out of each locality
Bench Installations
Two bench concepts travelling across localities, placed in high-traffic festa squares where dwell time is natural and photographs happen organically.
Concept A Half & Half
Half the bench in festa colours, the other half in campaign black and red. "THIS HALF IS COMFORTABLE. NOT EVERYONE FEELS THAT WAY." Visually jarring, highly photographable, naturally shared.
Concept B The Empty Seat
One dedicated seat on the bench, marked and left empty. "FOR EVERYONE WHO COULDN'T STAY." Simple, emotional, deeply resonant a memorial placed in the middle of celebration.
Build Specification
✓
Steel frame, not wood: weathers better, survives crowd contact and repeated transport
✓
Freestanding weighted feet, not bolted. Fully relocatable, no council permission per move
✓
Powder-coated finish: chip and scratch resistant, touch-up kit travels with each unit
✓
Folds flat for transport in a standard van. No specialist vehicle required.
✓
QR code laser-engraved into a metal plate. Can't peel off, can't be damaged by weather.
Ground Treatments
Where eye-level is saturated with festa decorations, the floor becomes an unexpected, uncluttered canvas. Every person walks through it.
Option A Pavement Projections
High-lumen projectors mounted above narrow festa streets. Campaign messages cast onto the ground as crowds move below. No installation damage, fully temporary, dramatic at night. Best in Valletta's narrow streets and enclosed piazzas.
Option B Stencil Spray
Long-lasting chalk-based stencil spray at entry points to festa zones. People walk through the message. 3–5 day durability, weather dependent. Lower cost, no equipment to transport.
Projection advantage
Zero council approval for temporary light. No surface impact. Reusable kit across all localities content swapped in seconds.
Stencil advantage
Persists through the festa without a crew present. Visible in daylight. Fraction of the equipment cost.
Recommendation: Lead with projections for flagship events. Use stencils for smaller localities where projection kit can't be justified logistically.
05 Merchandise
Items that carry
the campaign home
Seven distributable items for festas, NGO stalls, and information points. Each selected for practical utility: things people actually use, not brochures they discard. The message travels further when it's attached to something useful.
01
Festival Fans
Folding hand-held fans, essential in summer heat post-World Cup. Campaign message on one face, helpline on the reverse. High visibility, genuinely useful, carried all night.
02
Silicone Wristbands
Red & black. "SILENCE ≠ CONSENT" debossed. Standard at events, cheap at scale, hard to discard. Visible on every raised glass throughout the night.
03
Water Bottle Stickers
Distribute at festa bars and kiosks. The message travels with the bottle all night, maximum hours of exposure per unit at near-zero cost per impression.
04
Pocket Cards
Credit-card-sized, laminated. What consent means, what to do if you witness assault, helpline numbers. Discreet and pocketable, goes home with them after the festa.
05
Tote Bags
For NGO stalls and formal distribution points. Screen-printed campaign visual. Long-lasting, continues carrying the message long after the festa ends.
06
Bandanas
Festa-appropriate and practical in the heat. Carries campaign identity without looking like a flyer. Worn, shared, photographed. Natural word of mouth at the event.
07
Coasters
Campaign-printed coasters for bars, restaurants, and hospitality venues near festa locations. Placed where drinks are served, the message lands at exactly the right moment.
06 Radio
Reaching locals
where they listen
Radio is the channel of choice for Maltese festa culture. We choose stations by their audience profile not their reach numbers and we schedule around the festa calendar, not the media plan.
Target Stations
Calypso Radio
Primary festa-culture Maltese audience
Primary
Bay Radio
Broad Maltese listenership, strong daytime
Primary
Additional stations
TBC with client aligned with festa-follower demographics
Secondary
Creative Direction
  • 30-second spots. First-person voice, someone at a festa describing a moment of discomfort. No melodrama. Just truth.
  • Sponsor "safe ride home" segments at late-night slots branded safety messaging as a service to the listener.
  • Morning-after slots following major festas: real conversations with a Commission counsellor. Not scripted.
  • Avoid over-produced, theatrical spots. Authenticity lands far harder than performance in this context.
Scheduling note: Priority placement in evening and late-night slots during festa weekends. Coordinate with station program guides once the festa calendar is confirmed with client.
07 Ambassador Program
Hotels & Airlines
Reaching tourists before and during their stay before they've ever set foot at a festa. Hotels and airlines as distribution partners, framed as responsible tourism rather than a campaign imposition.
Hotels
  • In-room cards alongside the standard welcome pack hotels already distribute safety materials, making the format familiar and easy to approve.
  • Lobby and lift digital screen placements tie directly into the hotel digital screens strategy from Chapter 03.
  • Frame the ask as tourist safety and local law awareness this removes the guilt-campaign perception and makes internal approval significantly easier for hotel management.
  • Follow up after client confirms which hotel groups they have already approached we prepare channel-specific materials at that point.
Airlines
  • Seat-back cards or onboard magazine inserts: "Know Malta's laws and your rights as a visitor."
  • Client is pursuing airline relationships. We prepare materials for KM Malta and partner carriers once confirmed.
Ambassador Pitch Frame
Lead with mutual benefit: associating a hotel or airline with responsible tourism and guest safety is a positive PR position. The ask is simple no budget from them, just space in existing channels.
✓
Provide print-ready assets in sizes the partner already uses zero friction to participate
✓
Offer to co-brand materials with their identity if it helps internal approval
✓
Keep the ask simple: no budget from them, just space in existing channels
✓
Follow up only after client confirms which partners have been approached
08 Campaign Delivery & Timeline
Campaign Delivery
& Timeline
Redorange delivers the full campaign package: concept, design, and all produced assets. Physical transport, installation, and on-ground logistics are the client's responsibility and fall outside Redorange's scope.
Logistics Principles
✓
Over-specify materials at the brief stage. Cheaper to build right once than repair three times mid-season.
✓
All freestanding units weighted, not bolted. No council approval required for placement changes within a locality.
✓
No fabric banners near crowds. They get grabbed, torn, and tangled. Rigid panels only.
✓
Transport manifest for every piece. Numbered, photographed, logged in and out of each locality.
✓
Damage assessment after each move. Repair budget to be agreed with client upfront before production begins.
Per-Locality Handover
Client handles council permissions and all on-ground logistics. A per-locality handover process prevents misalignment on the day.
  • Arrival date & time window confirmed in writing
  • Number of units, dimensions, and weight per item
  • Designated placement spots pre-agreed with council
  • Collection date and handback process
  • Damage reporting procedure and escalation path
Rollout Schedule
Now–Jul
Brief Finalised
Messaging, audience split & budget confirmed by client
Early Jul
Design Lock
All OOH artwork & activation designs approved. Helpline number locked.
Mid Jul
Production
Print, fabrication & merchandise begins (4–6 week lead time)
Post WC
Launch
Billboards live. Digital screens active. Radio spots begin airing.
Aug–Sep
Season
Activations rotate. Merchandise distributed. Radio runs through end of season.
Key dependency: Physical activations (benches, column panels) require a minimum 4–6 week production lead time. Design sign-off is needed by early July to hit the post-World Cup launch window.
What We Need to Move Forward
Next Steps
These four items are the prerequisites for moving from proposals into production. None of the creative work can be finalised or costed until they are in.
01
Confirmed messaging & target audience
Final copy lines, audience split, and primary audience definition, including any messaging restrictions from the Commission.
02
Helpline number confirmed and locked
Every single touchpoint in this campaign must carry the same number. This has to be locked before any design work begins changing it mid-production is a full reprint.
03
Budget sign-off per channel
OOH placement, activation fabrication, merchandise production, radio airtime, and Redorange production fees, to be presented as separate line items for client approval.
04
Hotel & airline partner list from client
Which partners has the Commission already approached or confirmed? We prepare channel-specific materials in the correct formats once we know who is on board.