About This Project
Summary
Bris offers free, anonymous support to children affected by gang crime. Inspired by a real call, It’s Not Too Late became a TikTok multi-account drama told in the formats and language of its audience. The story spread across their digital world, extended offline to public spaces where youth hangs out, and reached every school in Sweden with guides for teachers to discuss the series in the classroom. The message: it’s never too late to change your own — or a loved one’s — story.
Goals & Objectives
This campaign aimed to raise awareness of Bris as a safe, anonymous source of support for the children affected. We wanted to build genuine engagement in our target audience (13-17 year olds) and increase the number of contacts regarding crime to Bris through calls, sms and chat.
Results & Impact
+160% contacts to Bris regarding gang crime during the campaign - a game changing number. - 52+ Million video views on TikTok - 21+ M in reach - Engagement rate 1.37% (3.5x benchmark) - The campaign performed way above all Swedish benchmarks on engagement. - Most engaged audience: 13-17 year olds
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