Abuse happens on a repeat. The first time is a crime. Stop it before it becomes a cycle. 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.
Problem
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.
Result
Short videos designed for the newsfeed in the Boomerang format to powerfully demonstrate that abuse is cyclical and happens repeatedly unless stopped.
