2016 Winners & Shortlists

Brief Explanation

Citizen engagement has proven to be an effective way to raise societal awareness on key issues. That was the intention of the client. They aim of the campaign was to engage citizens directly, and most importantly spur government action on an issue that has brought the country so much negative press around the globe. The campaign was important to the client because as a non-profit, the organization needed to fulfill its obligations to the public.

Creative Execution

The activation was styled as a social experiment. We used three major mosques in Nigeria’s commercial hub, Lagos, during the month of August 2015, and intentionally so to coincide with the holy month of Ramadan. We broke a taboo, for good intentions. Activation was supported with an online film and stickers for the “kidnapped shoes”. The campaign also used print and OOH materials featuring the presidents of the three most affected countries. For digital and mobile, we created a website optimized for mobile, beachibokgirl.org and utilized mass personalization as a strategy to get people to put themselves behind a veil.

Results

We were able to reignite the national conversation and put pressure on the government to rescue the kidnapped girls. The campaign gained traction, earning over $70, 000 in earned and pledged media. We had over 24,000 views of the activation film on Facebook and YouTube. A national broadcaster pledged and fulfilled one month of free airing of the case film. On the mobile front, the website had 13,132 visits, with 8.781 visitors actually putting themselves behind the veils provided by the website. More than anything else, we have played our role in sustaining conversations on the issue