THE PROBLEM:
The International Red Cross (ICRC) needed help raising awareness for an ongoing problem that was being ignored: The power crisis in Gaza.
At any given time, 1 in 3 Gazans are living without power. Families struggle to access clean water and lack electricity to study, cook, clean, refrigerate food or heat their homes.
It’s not just about a lack of light. Limited access to electricity impacts people’s everyday life, health and mental wellbeing.
THE SOLUTION:
We created the #LifeInTheDark challenge and asked TikTok’s top creators to do what they do best—in the dark. The challenge turned the social platform where people flaunt their skills, into a place filled with fails.
Turning off the lights became a simple yet powerful way to visualize the ongoing crisis that had been ignored by so many.
To see real time creative search #LifeInTheDark on TikTok.
THE RESULTS:
Reach: 16.2 million
Views & Impressions: 25 million—exceeding campaign goals by 400%
CPM: $1.61—150% more efficient than industry standard
ICRC profile views on TikTok rose 131%
Post engagement increased 340%
ICRC followers on TikTok doubled
ART DIRECTOR/CD | Claire Nellessen
WRITER/CD | Saedi Hitner
PRODUCER | Craig Jelniker
MEDIA | Ege Ayan
ECD | Guy Seese
CLIENT | Nora Livet, Siane Monreal Oakley, Chris Hanger