To create a rape awareness campaign that effectively engaged with young men aged 16 - 24.
Solution
Almost half of all rapes involve young people who know each other or have met whilst out drinking. We created a Facebook game, supported by Facebook advertising, that invited young men to test their pulling power on a typical night out where the decisions they make drive the narrative. At the end, instead of proving their prowess they're given a stark warning about the consequences of their decisions and are directed to a bespoke website.
Result
Campaign launched in December 2010 with significant uptake and viral activity. The facebook advertising helped drive a substantial amount of traffic to the game with 5,661 visitors to the game page, helped also by seeding support from local nightclubs.
