|Title||SNAPCHAT FROM THE CLOSET|
|Product / Service||LGBT COUNSELLING / NON-PROFIT|
|Category||C03. Use of Social Platforms|
|Entrant||OGILVY & 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|
|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|
Snapchat from the Closet by Oggachaga Counseling is a safe and secret channel for teens to discover themselves.
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 by, 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.
Lonely, doubtful teens needed a safe and confidential environment to discover their sexuality. No channel was better for that than Snapchat, somewhere they are already familiar with and where conversations disappear right after you read them.
We reached for teenagers where they already are and feel comfortable at: Snapchat. They asked. We answered. And it all disappeared in 3 seconds.