The mission of The Georgia Center for Child Advocacy (GCCA) is to champion the needs of sexually and severely physically abused children through prevention, intervention, therapy and collaboration. Since 1987, GCCA has served 15,000+ children who have been sexually or physically abused or have witnessed violence, at no cost to the families. GCCA also provides training to teach adults how to prevent, recognize and react responsibly to child sexual abuse. When GCCA wanted a way to raise awareness about the cause among pre-teen and teenage kids, it came to Moxie.
We knew that starting a conversation about child abuse would be difficult — especially with children. Our goal was to create a campaign that allowed children from all walks of life to not only think about the issue, but to also feel supported if they or their friends had experienced abuse. We wanted them to know they were not alone.
Given the gravity of our subject, we decided to focus our campaign on empowerment — on overcoming injustice and lending support to children affected by abuse. So working in partnership with the GCCA, Moxie developed the #WeStandTogether Lip Sync Challenge. We shot a powerful video to start the conversation on behalf of GCCA, with the goal of inspiring kids to lend their support via a response video. In order to (1) reach our target and (2) encourage them to create a video, we knew we needed to activate on a platform that resonated with kids. That platform was musical.ly.
By communicating on musical.ly, we were able to connect and empower our audience through the #WeStandTogether Lip Sync Challenge. To help champion our cause and spread the word, we recruited the support of two talented superstars for this campaign — child actor and Atlanta-native Owen Vaccaro, who lent his acting/lip syncing talents, and Rachel Platten, who generously donated the rights to her hit song "Stand By You" for the effort. Their involvement in this campaign led to increased visibility and helped illustrate the importance of this cause. To further amplify the relevance and timeliness of our campaign and its content, we promoted the effort socially, cross-platform, during April 2016, National Child Abuse Prevention Month.
This project embodies Moxie's modern marketing philosophy. Working hand in hand with GCCA, we used our ingenuity and expertise to develop a campaign that not only raised awareness among children about child abuse, but also inspired them to engage and take action. To ensure our message reached our target audience, we leveraged an innovative platform— an especially bold move for a non-profit — that was actively adored and used by kids. And to spread the word about the #WeStandTogether Lip Sync Challenge, we promoted content via social, paid search and digital.
By the end of April, over 1,000,000 videos had been generated within musical.ly and more than 50,000 people had viewed our video on YouTube. Our average view duration was 1:30 minutes — well over the average rate for video content. We secured roughly 250 press release pick-ups, resulting in a total of 89,000,000 views, and increased website visits by 12,000%. By the end of the month, our total reach was 162,490,692 and best of all, we raised unprecedented awareness for the cause.