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  • SUB CATEGORY :
    USE OF SOCIAL MEDIA & EARNED MEDIA
  • COMPANY ENTERING :
    LEO BURNETT SYDNEY, SYDNEY
  • TITLE :
    WALK FREE
  • BRAND :
    THE MINDEROO FOUNDATION
  • ADVERTISER :
    THE MINDEROO FOUNDATION
  • AGENCY :
    LEO BURNETT SYDNEY, SYDNEY
  • CHIEF CLIENT PARTNER :
    BELINDA DREW
  • CHIEF CREATIVE OFFICER :
    JASON WILLIAMS
  • EXECUTIVE CREATIVE DIRECTOR :
    ADREW FEGRUSSON
  • CREATIVE DIRECTOR :
    NIGEL CLARK/ADRIAN ELY
  • COPYWRITER :
    MEGAN SMITH
  • ART DIRECTOR :
    DANIEL STEWART
  • AGENCY PRODUCER :
    LUCY APPLEYARD
  • ACCOUNT DIRECTOR :
    GEMMA COX
  • STRATEGIC PLANNING MANAGER :
    ABIGAIL DUBIN-RHODIN
  • HEAD OF PRODUCTION :
    ADRIAN JUNG
  • MEDIA AGENCY :
    STARCOM, SYDNEY
  • DIGITAL DIRECTOR :
    MANSI SHUKLA
  • DIGITAL MANAGER :
    ANKITA MEHTA
  • BUSINESS DIRECTOR :
    CAROLYN LAWRY
  • CLIENT SERVICES DIRECTOR :
    ANNA CAMUGLIA
  • FILM PRODUCTION COMPANY :
    INFINITY SQUARED, SYDNEY
  • DIRECTOR :
    ALAN HARCA
  • FILM PRODUCER :
    MEL REARDON
  • ONLINE EDITOR :
    MATT BRUNNER
  • OFFLINE EDITOR :
    ALAN HARCA/KRIS ROWE
  • GRADER :
    MARCUS TIMPSON
  • CASTING :
    TONI HIGGINBOTHAM
  • SOUND PRODUCTION COMPANY :
    RUMBLE STUDIOS, SYDNEY
  • SOUND DESIGNER :
    CAM MILNE
  • SOUND STUDIO PRODUCER :
    MICHAEL GIE
  • MUSIC COMPOSER :
    ADAM MOSES
  • CAMPAIGN SUMMARY :
    THERE ARE SOME LIVES YOU DON’T SEE ON YOUR SOCIAL FEED. ACCORDING TO THE NEWLY RELEASED STACKED ODDS REPORT FROM WALK FREE, 1 IN 130 WOMEN AND GIRLS ARE LIVING IN MODERN SLAVERY AROUND THE WORLD--A HIGHER THAN ANY OTHER POINT IN HISTORY--MAKING IT ONE OF THE GREATEST FEMINIST ISSUES OF OUR TIME. OUR TASK WAS TO RAISE AWARENESS OF THE REPORT AND THIS TROUBLING STATISTIC IN ORDER TO CREATE A GROUNDSWELL OF PUBLIC SUPPORT FOR LARGE SCALE ACTION AGAINST THE MODERN SLAVERY OF GIRLS AND WOMEN THAT WALK FREE COULD LEVERAGE IN CONVERSATIONS WITH GOVERNMENT AND INDUSTRY BODIES AROUND THE WORLD. IN ORDER TO GET A BIG ISSUE IN FRONT OF PEOPLE WITHOUT IT FEELING LIKE JUST ANOTHER THING GOING WRONG IN 2020, YOU NEEDED TO SURPRISE THEM BY BEING THERE IN THE MOMENTS THEY’VE TUNED OUT THE TRAGEDY AND SETTLED IN FOR A STEADY STREAM OF JOYFUL VIDEO CONTENT. OUR SOLUTION WAS TO CREATE A SERIES OF FILMS THAT MIMIC AND SUBVERT POPULAR YOUTUBE FORMATS THAT WOULD DRAW IN VIEWERS BEFORE REVEALING THE INSIDIOUS NATURE OF MODERN SLAVERY. BY DOING THIS, RATHER THAN REVEALING THE TOPIC UPFRONT, THE VIDEOS WOULD SEAMLESSLY FIT INTO PEOPLE’S SUGGESTED VIDEO FEED AND SEARCHES, REACHING ENGAGED AUDIENCES DURING THEIR DIGITAL DOWNTIME RATHER THAN BECOMING ANOTHER PART OF THEIR PASSIVE DOOM SCROLLING. WITH A SMALL PAID MEDIA BUDGET OF UNDER $50,000, WE ACHIEVED MASSIVE RESULTS, REACHING MORE THAN 5 MILLION VIEWERS AROUND THE WORLD, ACHIEVING 20 MILLION TOTAL IMPRESSIONS AND AN 81% VIDEO COMPLETION RATE (COMPARED TO YOUTUBE’S AVERAGE OF 45%). THIS EXPOSURE AND INTEREST WILL ULTIMATELY STRENGTHEN WALK FREE’S POSITION TO ENCOURAGE SYSTEMIC CHANGE AND ASSIST THEM IN ACHIEVING THEIR GOAL OF ENDING MODERN SLAVERY IN OUR LIFETIME.
  • THE BRIEF :
    THE BRIEF WAS TO RAISE AWARENESS TO THE FACT THAT 1 IN 130 WOMEN LIVE IN MODERN SLAVERY AND TO GET THIS HARROWING FACT IN THE PUBLIC EYE IN ORDER TO BOLSTER WALK FREE’S POSITION IN LOBBYING GOVERNMENTS AND INDUSTRY BODIES TO TAKE ACTION TOWARD ELIMINATING MODREN SLAVERY.
  • THE STRATEGY :
    TO GET A BIG ISSUE IN FRONT OF PEOPLE WITHOUT IT FEELING LIKE JUST ANOTHER THING GOING WRONG IN 2020, WE KNEW WE NEEDED TO SURPRISE PEOPLE BY BEING THERE IN THE MOMENTS THEY’VE TUNED OUT THE TRAGEDY AND SETTLED IN FOR A STEADY STREAM OF JOYFUL VIDEO CONTENT. BY INFILTRATING THESE MOMENTS OF DIGITAL DOWNTIME, WE WERE ABLE TO REACH A MASS, BUT HIGHLY ENGAGED SET OF AUDIENCES AND TAKE THEM BY SURPRISE DURING THEIR DIGITAL DOWNTIME, CREATING MAXIMUM IMPACT AND GETTING AN AUDIENCE OF MILLIONS AWARE OF AND OUTRAGED BY OUR ‘1 IN 130’ STAT.
  • THE EXECUTION :
    THE EXECUTION WAS 3 VIDEOS EACH FOCUSSING ON ONE FORM OF MODERN SLAVERY- CHILD LABOUR, FORCED MARRIAGE AND DOMESTIC SERVITUDE. EACH VIDEO WAS DESIGNED TO LOOK LIKE A POPULAR YOUTUBE FORMAT--FROM TOY REVIEWS TO GET READY WITH ME MAKEUP TUTORIALS TO HIGH-END OPEN HOME TOURS--SO IT WOULD INFILTRATE PEOPLE’S SOCIAL FEEDS AND VIDEO SUGGESTIONS SEAMLESSLY BEFORE SUBVERTING THE THEME COMPLETELY TO REVEAL OUR SHOCKING MESSAGE. IN DESIGNING OUR VIDEOS THIS WAY, WE WERE ABLE TO TARGET PEOPLE WITH A MESSAGE ABOUT MODERN SLAVERY WHEN THEY WERE LEAST EXPECTING IT.
  • THE RESULT :
    UTILISING A SMALL PAID MEDIA BUDGET, BOLSTERED BY THE REACH OF INFLUENCERS, CELEBRITIES AND POLITICIANS, THE SLAVERY UNSEEN FILMS REACHED 5.5 MILLION TOTAL VIDEO VIEWS, 20 MILLION IMPRESSIONS AND A 81% VIDEO COMPLETION RATE FOR VIEWERS (YOUTUBE’S AVERAGE IS 45%). THE VIDEOS RESULTED IN A 374% INCREASE IN FOLLOWERS ACROSS WALK FREE’S SOCIAL PLATFORMS, ENSURING A LARGER AUDIENCE WILL BE REGULARLY EXPOSED TO THEIR DATA AND STORIES. THE VIDEOS DEBUTED GLOBALLY AT THE UN SECRETARY GENERAL’S DAILY PRESS BRIEFING, FURTHER AMPLIFYING THE MESSAGE OUT OF ITS PRIMARY DIGITAL SPHERE AND INTO SPACES WHERE KEY DECISION-MAKERS WILL SEE THEM.