Intro
“Get out of Silent mode.”
With this message and the help of the “Bright Sky” app, the Vodafone Foundation set out to support the efforts to tackle gender-based and domestic violence. Bright Sky is an innovative tool for victims of abuse, helping them understand and assess possible signs and act. The app also includes a complete telephone directory with all the support services in Greece, as well as a guide with detailed steps to help users leave their abusive environment.
Challenge
The primary aim of our digital campaign was to communicate the details of Bright Sky to users and to increase Reach & Awareness overall. Given the sensitive nature of the topic, the message needed to be conveyed in an authentic way and respectful manner.
Solution
The campaign was launched in mid-February, harnessing the power of influencers in conjunction with International Women’s day.
Rather than basing messaging around a concept, we built it around particular influencers. Given the topic, we didn’t want just another influencer coldly conveying a scripted message. Instead, we looked for actresses who, for the needs of a scene, experienced abuse at the hands of another character. Women who for the purposes of the scene had tried to put themselves in the mindset of victims.
There were no Do’s & Don’ts for this project. Influencers were simply asked to communicate the message of Bright Sky in a genuine manner so that it could “heard” as much as possible by viewers.
The campaign closed with a strong collaboration with the well-known account “Yperoxes Gynaikes” who embraced the project and created content in a unique & direct way.
Results
The campaign achieved the goal of awareness, distributed over 20 million impressions and brought 200k visits to the marketing page with an average dwell time of 4 minutes.
- Improved CTR +89% vs (Vodafone Foundation campaigns)
- 55% of the audience watched more than 75% of the video
- SoMe Awards BRONZE: Best in NGOs
