SOMEONE IN CAPE TOWN
SOCIAL MEDIA CAMPAIGN
To help more young addicts find free, city-run rehabilitation programmes, we used social media to create "Someone in Cape Town" - the true story of a successfully recovering addict. We backdated his Facebook profile showing him getting into drugs and the moment he hit rock bottom and decided to seek help. In real-time we showed the 6 week rehabilitation progress, completely demystifying it for those who were too afraid to seek help.
CLIENT: CITY OF CAPE TOWN
CAMPAIGN: SOMEONE IN CAPE TOWN
AGENCY: SOCIETY/KING JAMES
ROLE: CONCEPTUAL CREATIVE
RESULTS
Our very human story prompted people to reach out for help. We knew that people were seeking advice at a time when they most needed it, so we responded quickly and delicately. People commented on the Facebook page and opened up to our Community Managers in private messages. We always urged them to call the city drug helpline and assured them that there would be someone caring on the other end.
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This became one of the most successful anti-drugs campaigns ever run by the City of Cape Town.
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269.3% increase of calls to the City of Cape Town's Drug Helpline.
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Total number of impressions 9.7 million
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Total number of video views 204,988
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total engagement 539,339
AWARDS
PRISMS 2016 - GOLD:Public Sector
BOOKMARKS 2015 - SILVER:Social Media Campaigns
BOOKMARKS 2015 - SILVER:Content Strategy
BOOKMARKS 2015 - BRONZE:Social Media Copywriting
MY ROLE
I helped to come up with the concept of the campaign, research the background into addiction and interview recovered addicts, and finally, help to strategise the campaign and create the outline of our character's story.