SNAPCHAT FROM THE CLOSET

TitleSNAPCHAT FROM THE CLOSET
ClientOOGACHAGA
Product/ServiceLGBT COUNSELLING / NON-PROFIT
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Idea Creation OGILVY & MATHER SINGAPORE, SINGAPORE
Media OGILVY & MATHER SINGAPORE, SINGAPORE
PR OGILVY & MATHER SINGAPORE, SINGAPORE
Production OGILVY & MATHER SINGAPORE, SINGAPORE
Contributing SOCIAL@OGILVY Singapore, SINGAPORE

The Campaign

Snapchat from the Closet by Oggachaga Counseling is a safe and secret channel for teens to discover themselves.

Creative Execution

The first sessions were in early April. Oogachaga and their partners spread the word on their social platforms the week before we started. A team of expert counselors sat in a room for 4 hours every night. The response was overwhelming. As the days went bye, more and more users came seeking for advice. All we needed was a smartphone and a snapchat account.

It started as pilot but the response was such that it became an ongoing initiative. An average of 20 users are showing up for every session. Some looking for simple answers, others for advice on how to come out or just someone to share their anguish safely and secretly.

The idea draws on an existing social platform to engage doubtful teenagers in one to one conversations with a team of counselors. The fact that they already felt comfortable on that platform and knew conversations were unquestionably confidential led to a large and thorough response.

We reached for teenagers where they already are and feel comfortable at: Snapchat. They asked. We answered. And it all disappeared in 3 seconds.

Credits

Name Company Position
Mark Bown Ogilvy & Mather Singapore Executive Creative Director
João Braga Ogilvy & Mather Singapore Creative Director
Axel Grimald Ogilvy & Mather Singapore Creative Director
Siti Khalid Ogilvy & Mather Singapore Copywriter
Foo Jong Ling Ogilvy & Mather Singapore Art Director
Eugene Cheong Ogilvy & Mather Singapore Chief Creative Officer
Links
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