MADE OF FLESH AND BLOOD

TitleMADE OF FLESH AND BLOOD
BrandROBI AXIATA LIMITED
Product / ServiceTELECOMMUNICATION SERVICES
CategoryA08. Corporate Social Responsibility
EntrantX Dhaka, BANGLADESH
Idea Creation X Dhaka, BANGLADESH
Media Placement X Dhaka, BANGLADESH

Credits

Name Company Position
Shafiq Alam X Chief Creative Officer
Raquibuddoula Chowdhury X Creative Director
Apurba Jahangir X Copywriter
Tahsin Saeed X CEO and MD
Drabir Alam X COO
Shomoy Mahmud X Copywriter
Ibrahim Imdad X Senior Account Executive
Mostofa Tanvir X Strategic Planner
Abu Sufian Khaled X Senior Strategic Planner

The Campaign

The idea was to showcase the unfair treatment of transgender people in our community and highlighting everyday people who would stand beside them and fight with them for equality. This was done through a social experiment where we installed hidden cameras at a local restaurant and sent two members of the transgender community to have a meal there, while the restaurant manager and a guest (both planted actors) asks them to leave the place. The general people dining at the restaurant faced a clear choice - either step in and defend the hijras (as the transgender individuals are locally known) or let the injustice pass right in front of their eyes. The aim was to release this content onto social media, to give rise to a productive conversation around the rights of the transgender community.

Creative Execution

We picked the Muslim holy month of Ramadan as the launch date. This month is all about forgiving and sharing good things with each other. The positive vibe helped us keep the conversations in the right track. We started with just a simple video post and kept monitoring results. We had budgets in hand to promote the content if necessary to the right audience. But it was immediately picked up by active social media participants and they ran with it like wildfire. Within just 48 hours, the video reached more than 4 million people, unpaid. The comments and feedback started pouring in, and our team leveraged the conversations. They discussed in detail with the negative respondents while encouraged the positive responders.

Earned views: 11 million and counting Shared by: 62,890 people Re-uploaded by local pages (UK Asia TV, ????? ?????, ATN bd24 news, M87, R97) and influencers including ICT minister (Zunaid Ahmed Palak) of Bangladesh 14 million people reached with an engagement rate of 57% (10 times higher than average page content)

Facebook is the primary social media in Bangladesh and the aim was to leverage its massive 27 Million audience. Youtube was used as a backup for individuals researching the content. The preliminary target audience were 18-24-year-old university students as they were more inclined towards progressive values. Later the content was promoted into larger audiences to engage into the conversation. We uploaded this experiment on Robi’s official Facebook page. As Robi is a brand dedicated to the masses, it already had an engagement of people from different backgrounds on their page. As the video started to go viral, different Facebook pages started to re-share the content which helped the video go global. To keep the conversation going, our social media listening team put up a massive effort to reply to each and every comment. Each conversation, in turn, brought in more people in the conversation.

Links

Video URL