Latching on to a common narrative that terrorists use in brainwashing their victims to commit murder, we developed an integrated campaign that debunked the common notion that crimes committed in the name of religion usually comes with a huge reward.

The film featured a Boko Haram Styled bombing in familiar territory, a crowded motor park. The bomber never made it to heaven.

The digital execution of the campaign was carried out on the 3rd year anniversary of the kidnapping of the girls, and involved getting people to “Tweet To Reset” a bomb that was strapped to an obviously distressed young woman.

Latching on to a common narrative that terrorists use in brainwashing their victims to commit murder, we developed an integrated campaign that debunked the common notion that crimes committed in the name of religion usually comes with a huge reward.

The film featured a Boko Haram Styled bombing in familiar territory, a crowded motor park. The bomber never made it to heaven.

The digital execution of the campaign was carried out on the 3rd year anniversary of the kidnapping of the girls, and involved getting people to “Tweet To Reset” a bomb that was strapped to an obviously distressed young woman.

The result was amazing. Not only did the video receive hundreds of thousands of views and shares on Facebook and Twitter, it also sparked the issue of female suicide bombing in Nigeria. Furthermore, there has been a steady decline in the rate of Boko Haram attacks and female suicide bombing in Nigeria.

The twitter campaign also gained over 8 million impressions and the #3yearsTooLong became the number three trending topic on Twitter in Nigeria on the anniversary date. The mobile web app for the campaign also recorded over 500,000 hits and re-tweets on a single day.