The situation was very complicated, especially in Argentina, the country with the longest quarantine in the world, where due to the increase in the practice of virtual sex, the number of cases of the spread of intimate images without consent boosted, and every day there were new news about people (mostly young women) victimized and psychologically damaged for life. It was impossible to control.

So our objectives were based on making an impact on society, especially on younger generations, and promote good the use of technology, encourage positive behaviors and help victims find support at a special platform. But basically, to stop this madness and save lives.

We noticed that the rise of virtual sex led to an increase in the cases of a risky behavior: the dissemination of intimate images without consent. A problem that causes irreparable psychological damages in its victims and can even lead to suicide.

So on the first pandemic Valentine’s Day, we decided to warn people about it, through what appeared to be another simple love story, but was really the launch of an integrated campaign to tackle the issue.

The main film was crafted in a way so that it was relevant for younger audiences (main target) and surprised them with an unexpected warning that was then amplified on social media. By doing this we turned a date that promised an incalculable number of physical and virtual sexual encounters into a date to make society reflect on the conscious use of cell phones and support those who need to be informed.

The strategy was to tackle the issue on the least expected day, using love —as every other brand would do— but as a means for a greater end.

We noticed how virtual sex had impacted on the rise of the spread of intimate images without consent:

-97% of callers to the Helpline report non-consensual dissemination of their intimate images.

-Reports of revenge porn and sextortion rose 30% during the quarantine period.

We gathered information to craft a film with a bold tone that would attract and seduce younger audiences (main target):

-Someone's intimate images have been shared without consent in 90% of Argentine classrooms.

-In general, the victims of these unauthorized dissemination of intimate images are women between 22 and 36 years of age.

As you can see from these stats, there are basically two things noticeable, and we based our campaign on it.

On the first pandemic Valentine’s Day we launched an integral campaign with a main video that aired and was crafted in a way that it reached the younger audience (main target). Then we amplified our message on social media, through influencers and digital assets that encouraged users to find information and support on out site, or our partner’s platform (Faro Digital), where you could find answers or have a chat with a professional that would advise on how to proceed on each particular situation.

Our film was aired on TV, but was also aimed and produced to be viral on social media and adapted to different formats so that it was easily shared. It implements a graphic resource unique to the digital world, where the screen begins to close and becomes a 9:16, to reveal that the film was contained within a cell phone.

Since the beginning of the campaign, what was now boosting was the site’s traffic.

+8,000 users have been redirected to Faro Digital, the conversion rate of our digital assets was 79%, and there was a clear change in people’s behaviour because reporting of this type of violence increased by 85%.

We set the conversation in the media, it organically spread and hopefully saved lifes.