UNODC

In response to the growing trend of sexting, “sharing nudes” etc among the teenage population online, the UNODC wanted to drive awareness in younger audiences around SE Asia about the legal context and the life changing negative impacts that the sharing of sexualized images and photos of minors online can have on individuals and teenagers – even if the materials were self-produced.

Services

Research
Naming
Brand Identity
Campaign Planning
Animated Video Production
Website Development
Influencer Management
PR and Media Management
Content Development
Reporting

Solution

The challenge was how to engage the younger audience on such a serious topic, without it sounding “preachy” and formal? Our solution was to try and make it more engaging for younger audiences, by developing the brand concept of “Beware the Share”. This concept was designed to highlight that the moment they click the share button is a moment that they cannot ever take back. Once you share, it’s out there forever. The goal was to get them to think before they share through a series of videos and storytelling devices.

Our visual identity was created in an 1980s style computer game style (and current with some of the popular games of the 2020s) to make it more engaging for the younger audience. We developed three core stories featuring three different characters to highlight potential situations that the viewers could find themselves in. We amplified the campaign through selecting influencers in each core market in SE Asia, and national press media so that we could reach the audiences and various supporting stakeholders.

Key Success Indicators

REACH

70M people reached around SE Asia
Target 12M, KPI exceeded by 588%

Engagement

Actual engagements 675K, target engagement 120K Engagement rate 11%, target 1%, KPI exceeded by 1100%

Site Visitors

500K unique visitors to landing page during
3 month campaign