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 Head of Creative Shop, APAC
Juhi Kalia Facebook Creative Shop Head of Creatvie 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

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.

Creative Execution

We spent a modest amount of around 100000 INR but that went a long way with painstaking laser sharp targeting and sequencing. This NGO has no other spends anywhere else. It was a mobile only campaign.

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.

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