Campaign’s Objectives:
- Increase global awareness, commitment & resources to ending violence against women and girls.
- Call for transformative action by high level decision makers and delivering on their commitments in light of Agenda 2030.
Based on the objectives and the theme of the campaign, we created a concept with the objective to encourage victims to break their silence.
Creative Concept:
We worked on an indirect approach to encourage women and girls to break their silence and for other actors in the society to rethink
their words and actions. For that we created 12 letters, based on real situations inspired from reality. After the letters, we provided the audience
with the different solutions.
Art Direction:
We used close-up pictures of women and girls to trigger emotions. The use of orange highlights emotional pain in the letters, but in the call-to-action posts, the goal was to create an ‘alert’ and for victims to report their abusers.
The first part of the campaign was based on 12 letters addressed to different actors of the society actively playing a role in the continuity of the cycle of violence against women and girls. The aim was to highlight personal situations, play on emotional triggers and emphasize on the problem.
After highlighting the situations through the format of a letter, we created posts specifically dedicated to give women and girls a solution and a contact for them in case they want to report a case.
Results overview:
- 6.7% Number of Fan Growth (organic)
- 1.4M Total Reached: The number is a great indicator of the success of the campaign. The high number of reach for the overall campaign shows that the content has been effectively received by the audience on Facebook.
- 63.08K Total Engagement: The total number of people who commented, liked, shared and clicked on the posts. It shows that the audience is interacting and is interested in our campaign.
- 6.44% Total Engagement Rate
- Campaign Audience Gender: The audience of the campaign was composed of an equal number of men and women. The content reached more men, but more women engaged with the content.
The age of people who received our content is between 13 and 34, which means that we are mainly attracting young adults.
----------------------
Client: UNFPA
Agency: Melon Rouge Agency
Creative direction: Juanita Delvasto / Monika Mey
Art Direction: Juanita Delvasto
Copy: Monika Mey
Year : 2020, Cambodia
Copy: Monika Mey
Year : 2020, Cambodia
