Project Harmony

The Challenge

Amplify awareness for a noble cause: the mission to end child abuse. Our goal was to not only highlight the organization’s work but also to inspire action, encouraging the public to pledge their support against child abuse.

The Approach

1123 merged the mission of the organization with historical abuse statistics, focusing on where the majority of child abuse occurs. This research underpinned our video campaign, aimed at showcasing still photos of children in everyday home environments, capturing their vulnerability. The still photos appeared as typical home scenes, but the accompanying audio narrated a deeper, more impactful story of physical vulnerability. This powerful concept was a collaborative effort between 1123’s media, creative, and production teams, along with Project Harmony. Expanding beyond digital realms, the campaign extended to more ad spaces like sports arenas and printed materials, ensuring a wider reach and engagement. Our targeted approach on social media platforms like Meta and YouTube focused on the Metro Omaha Area, specifically reaching out to demographics involving parents and guardians.

The campaign’s effectiveness was evident in its digital footprint: on Facebook, we achieved 1.4 million impressions, 119k unique reaches, and a CTR of 1.2%. YouTube echoed this success with 1.2 million impressions and a CTR of 0.03%. Most importantly, the campaign led to a 4% increase in pledges, marking a significant step towards fulfilling our objective of raising awareness and inciting action against child abuse.