Background

According to UN Women research statistics, 1 in 3 women in the world has experienced violence. Besides, it was found that 83 percent of the violence came from people around themselves. UN #HearMeToo campaign was aimed to encourage women to open up about violence in their lives and share the experience to unite woman power against violence.

Describe the creative idea

We perceived a website as a unique tool for storytelling than merely an information display. As entering the #HearMeToo campaign page, audiences experienced an immersive 360-degree kitchen scenario which surrounded by voices of a couple who are fighting. There were not close button or any links, the only way to escape was to press on the phone screen for help. Audiences who succeed to escape the violence scene found more stories of violence. They could endorse the movement by joining the online pledge and share it to social networks. Orange color is used throughout the site as a symbolic color in company with orange lipstick used by UN Hear Me Too offline campaign.

Describe the strategy

4 main target audiences of the campaign were the violence survivors, wide mass, official authority, and the perpetrators. The campaign microsite is aimed to create a meaningful experience, consequently, created social strength showing support to violent victims.

Describe the execution

#HearMeToo website had been promoted in both offline and online channels. We collaborated with many KOLs to share their #HearMeToo pledge via Facebook, Instagram, and Twitter.

List the results

Within 16 days of the campaign, total online reach is 1,112,391, the number came from all PR content, KOLs and organic posts. #HearMetoo website gained over 5,560 visitors and 104 of them registered to be UN Women Volunteer. The website content proved to be interesting and well-attracted based on the duration of 2.10 minutes that viewer spend on each page.