TEACH HER A LESSON

TitleTEACH HER A LESSON
BrandWSDC WOMAN'S SELF DEFENSE CENTER
Product / ServiceNON PROFIT SOCIAL AWARENESS
CategoryA10. Charities & Non-profit
EntrantFACEBOOK CREATIVE SHOP Singapore, SINGAPORE
Idea Creation FACEBOOK CREATIVE SHOP Singapore, SINGAPORE

Credits

Name Company Position
Mark D'Arcy Facebook Creative Shop Chief Creative Officer
Fergus O'Hare Facebook Creative Shop Regional Director APAC
Juhi Kalia Facebook Creative Shop Head of Creative Shop India and Global Accounts
Savar Bali Facebook Client Solutions Manager
Sandeep Bhushan Facebook Client Partner
Mehul Vora Kudo India Client
Can Cetinkaya Freelance Illustrator Freelance Illustrator

The Campaign

So in the video- before the end sound Bites of the girls- we can have this read. And also call out the green lines as supers. I’m not sure what visuals you still have left to play with as backdrops. Open to suggestions…? Using a very basic technology designed for 2g, and a very low budget we managed to make a big impact. With sharp targeting we directly reached women between the ages of 18 and 45 in 15 small towns where the violence against women is the highest. This simple idea exponentially scaled the empowering efforts of WSDC. From 100 women in physical classes 3 times a week we reached 1 million women in one week. Slideshow video views – 125,886. And page engagements up by 254,663. Deep engagement as witnessed by comments and conversations.

Creative Execution

This was a 'made for mobile' idea. Specially conceptulaised and built for mobile and the Facebook feed. it was a creative application of a very basic technology. It was designed creatively to capture attention and be engaging in a 'discovery mindset' while young girls in small towns browse their feeds. Personal and creatively visualised for a small screen. Designed to be short in chunks and delivers the message even when watched on mute. We targeted by cities and towns in India where violence against women is recorded as the highest. We targeted by device and by bandwidth to reach women to whom this was most relevant but who didn't have easy access to video due to 2G and feature phones. This way so many self-defense lessons created with experts from WSDC reached millions more women than we could have  reached physically or through traditional media and at 1/10th the cost.

Results

It's a modest NGO which is trying to make a difference but was struggling to scale their efforts and have impact at a bigger level. We reached over 1 million sharply targeted women of the right age, profile and location to whom these messages and lessons were highly relevant and engaging. There was no spill no wastage.  We helped WSDC take their cause from only 3 physical centers where an average class size is 15 women to the entire country. 73 % of India lives in small towns. And using this 'made for mobile' campaign we managed to scale that beyond what any medium could have done at such a small cost. WSDC is very keen to talk about how we can continue to build out more lessons and have an always on campaign with refreshed lessons and maybe even explore regional language versions.

Every one's news feed is different and ads or content seen on it is made relevant by targeting demograohics, location etc. But this is not just direct but it is direct at massive scale. No ads were wasted on men or on women that didn't fit our TA. So this was a laser sharp way of reaching and making the lessons available as sequenced ads only to the women who needed it the most.

Culturally, the conversations around women's safety are even worse than the crimes. It's always the woman's fault.  Instead of anger and protests, we wanted to use creativity to solve this everyday feeling of helplessness. We used Facebook ads to serve a series of basic self-defense lessons in a simple, engaging video format in feed. There are 148 mobile users in India. We could reach millions more women at a modest cost many times a day. But while videos are the most effective way to engage, they don't load easily in most of India which is still on 2G and only one in five phones is a smartphone. Used an innovative format called slideshow that's a light weight video specially designed for such mobile devices and bandwidths.  Save the slideshows & watch them again later. Simple instructions, basic techniques and even common sense counsel was served in their feeds. 

Links

Social Media URL