1M views to #ShutDownCyber
At the end 2016, IJM introduced a new form of slavery we’re fighting called cybersex trafficking. We needed to find a way to raise awareness and support, while understanding the sensitivity and restrictions of posting this on social media. This became the largest social media campaign IJM had ever run.
Our campaign focus was on our short film, SuperMaarko, which revealed the devastating truth of this crime through a boy named Maarko. This campaign was the recipient of several awards including a Webby Award.
The film has been viewed over 1,000,000 times on Facebook and the campaign as a whole has reached nearly 10,000,000 total impressions.
Before premiering the our short film, we used Facebook Live and our experts to post our most successful live video ever, with over 50,000 views.
Other videos in this campaign were also record breaking for IJM. Our What is Cybersex Trafficking? video was our most viewed video, until SuperMaarko, with over 100,000 views and a reach of over 440,000 people.
We told stories of this campaign, through a series of Instagram posts. Among these was the most popular post on IJM’s Instagram, by nearly 35% with 2,885 likes.
During this campaign, IJM received more engagement on Facebook than any other nonprofit in our industry and even more than global organizations with millions more followers than IJM. This is from the week of Cyber Monday and Giving Tuesday, which is the biggest fundraising day of the year for nonprofits.
Viral Campaign for #JusticeinKenya