BOOMEWRONG

Bronze Spike

Case Film

Presentation Image

TitleBOOMEWRONG
ClientMARD (Men Against Rape & Discrimination)
Product / ServiceNON PROFIT SOCIAL AWARENESS
CategoryA10. Charities & Non-profit
EntrantFACEBOOK CREATIVE SHOP Singapore, SINGAPORE
Idea Creation FACEBOOK CREATIVE SHOP Singapore, SINGAPORE

The Campaign

Abuse happens on a repeat. The first time is a crime. Stop it before it becomes a cycle.

Creative Execution

We used the power of Facebook targeting to reach women in relationships, specially in the top 10 cities with the highest incidence of domestic violence. The ads were served directly and only on their personal mobile Facebook timelines. Many women feel ashamed or afraid to talk about abuse even to their friends so we made it safe for them to open up. The ads directly opened into messenger where women could confide in the Chatbot Shakti – safely and privately, without feeling judged. Built with the intelligence of professional counsellors, Shakti could provide counsel, comfort fears and extend support, empowering women to break the cycle of abuse.

For MARD – an NGO with low media budgets, it was encouraging to see the massive impact the campaign had, reaching 6.5 million women one on one and giving them not just counsel and hope but actual tools they could use to break the repeating cycle of violence. 6.5 Million Women Reached 5.3 Million Views 18K Women reached out to Shakti Session length ranging from 10 Mins to 1 Minute 3.9 Million Actions on the page Staggeringly high relevance score of 9/10 All this huge impact was made at a small media spend of only 10K by using creative that was made for mobile FB feed, sharp targeting and instant messaging in a way never used before.

Short videos designed for the newsfeed in the Boomerang format to powerfully demonstrate that abuse is cyclical and happens repeatedly unless stopped.

Credits

Name Company Position
Mark D'Arcy Facebook Creative Shop Chief Creative Officer
Keenan Pridmore Facebook Creative Shop Director of Creative Shop Studio
Fergus O'Hare Facebook Creative Shop Regional Director APAC
Juhi Kalia Facebook Creative Shop Head of Creative Shop India
Parul Arora Facebook Creative Shop Creative Strategist
Aditi Rajagopal Facebook Creative Shop Visualizer
Claire Davidson Facebook Creative Shop Producer
Debasish Patra Facebook Creative Shop Client Solutions Manager
Snehi Jha Mehta Facebook Creative Shop Client Solutions Manager
Ankit Rihal Facebook Creative Shop Media Partnerships
Saurabh Doshi Facebook Creative Shop Media Partnerships
Swati Jain LMNOP Director/DOP
Sagarika Kochrekar LMNOP Executive Producer
Sai Sanil LMNOP DOP
Anusuya Mitra LMNOP Assistant Director
Karan Singh LMNOP Hair & Make Up
Sonam Singh LMNOP Casting
Anuj Tiwari LMNOP Production controller:
Hemant Turte LMNOP Editor
Harsh Dandotiya LMNOP Colourist
Anindita Guha GupShup BOT Platform
Kauntal Patel GupShup BOT Platform
Vimal Cherangattu GupShup BOT Platform
Links
Social Media URL