DKR creates campaign against illegal image sharing
Viral TikTok campaign with 1,8 mio. views in only one month, must get young people to stop sharing infringing pictures
Viral TikTok campaign with 1,8 mio. views in only one month, must get young people to stop sharing infringing pictures
The Criminal Preventive Council (CPC) is a conjunction of industry associations, agencies and others that have an interest in preventing and reducing crime in Denmark.
The purpose of the council is to promote safety in society by preventing crime. It is therefore one of DKRs most important tasks to contribute to the debate with facts and knowledge, and to convey advice to different audiences.
In the peroid 2018-2028, DKR has decided to reduce the number of young people who recieve a sentence by 63%. On the basis of that, they have created the campaign “”Noahs Tough Choice””, which aims to inform illegal image sharing.
Inform young people about illegal image sharing
Split test of platforms
Reach most people in the target group for lowest budget
Best practice TikTok strategy
Gain maximal performance both on organic and through advertisements
Iternum helped with:
Awareness
Social Media, Strategy
Facebook, Instagram, TikTok, Youtube
Media health for children and young people is a neglected area. Both privately and publicy there is a lack of insight into the serious consequences a cellphone brings into children and young peoples lives. It is illustrated in the best way in the case following DKRs campaign movie, and on the basis of that, we are very happy that we have been able to help spread this important message.
It is illegal to share explicit sexual and abusive images or videos of others without their consent. And even though it is far from the norm to share explicit sexual material without consent, a recent study shows, that a large group of young people have dealt with image sharing before in their life – either because they have recieved the images themselves, or because they have shared pictures without consent – or due to the fact that they know someone who has.
The Criminal Representative Council wants to put and end to this tendency with the campaign “”Noahs hard choice””. The campaign consists of a shortfilm where a teenager named Noah discovers at a party, that his friend is sharing a naked photo of his friend, and Noah now ends in a dilemma about whether he should say it to his friend or cover over his buddy.
The short film is written by young people, for young people, and aims to inform young people about the consequences of illegal image sharing. DKR came to Iternum Digital to get the film and its message spread out to as many young people as possible in a short amount of time, and for the smallest budget possible.
Watch the video here.
Together with DKR we agreed to make a splittest across Youtube, TikTok and Facebook/Instagram for a wekk, to find the best media to use for the purpose, which is measured by (eksponeringer/reach) and CPM prices.
The result of the test was very clear. TikTok greatly outperformed the other media by a large margin. For a very small budget and in a short amount of time, we gained a lot of reach and engagements from the targeted audience, which was quiet overwhelming.
On the basis of that we decided to allocate the rest of the ressource to TikTok and focused on a new execution strategy on the platform. We got videos clipped in several lengths and versions, where the message was presented in different ways, which gave the campaign new life. Even though DKR was completely new on the media, the videos quickly gained traction and reached impressively far out alone with the assistance of organic reach.
At Iternum we are honored and happy to be a part of such an important and nation-wide campaign, which purpose is to create awareness for the young people about the consequences of illegal image sharing.
And we are proud of the results, which the campaign has achieved as one of the biggest public danish campaigns on TikTok.
In just one month the campaign reached 1,8 mio.views, of which over 112 thousand users watched the video to the end.
Engangsments on the platform also speaks for itself med a whopping 462 shares and 12,8 thousand likes during the first month.
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