Lunina Vila
The challenge
Lunina Vila is a non-profit organization in Slovenia that serves as an institute for the protection of children, treating and preventing trauma in children who have experienced physical or sexual abuse, neglect, migration, and more. Their goal is to provide a safe and compassionate environment for children to grow into healthy and happy individuals.
However, the challenge faced by Lunina Vila was to create a campaign that would raise awareness of violence in families and motivate people to take action against it. The campaign needed to resonate with the target audience and encourage reporting of incidents of violence.
Solution
The Lunina Vila TikTok campaign, created by 916 HUB, was a key component of a larger awareness-raising effort against family violence.
It began with an innovative short film by Matej Rimanič and continued with content featuring popular TikTok creators sharing survivor stories and engaging in discussions.
Q&A sessions with random passers-by assessed public knowledge on the issue, and a series of videos provided tips on recognizing and responding to violence.
Leveraging the power of social media and influencer involvement, the campaign maximized its reach and impact.
By utilizing various content formats, it ensured that the important message about family violence resonated with a diverse audience, encouraging collective action and support for victims.
Results
The Lunina Vila TikTok strategy proved to be a successful awareness-raising campaign against violence, with 3.6K followers gained and a total of 837K views for the 31 videos posted.
The average number of views per video was 27K, with the highest single video receiving 195.5K views.
TikTok was a crucial and effective element of a larger campaign that educated and informed the target audience about violence and how to take action against it.
