As an organization, eLiberare was one of the two NGO’s invited to cover the social responsibility aspect of the festival. In order to do so, we launched two awareness campaigns that took place at different moments of the festival, and had different approaches, but had the same message:
Be a Hero, not an exploiter.
The Untold Hero campaign consisted of a photobooth and a series of actions printed on a card that participants had to check in order to become a Freedom Fighter. After people took their photo, in order to find it, they had to visit the page www.untoldhero.com and scroll through the main findings of Eurostat, the European Union’s report on human trafficking and its particularities. Once covered the statitics, users were directed to the organization’s facebook page where the Untold Hero photo could be retrieved.
#untoldhero
Posted by eLiberare on Thursday, July 30, 2015
The other campaign was called Untold Secrets and it took place during the main concerts happening on the Arena, between 00:00 and 03:00. Several representatives were distributing the following cards:
When posed with other questions, the only information given was: please visit the site www.untoldsecrets.ro. This fake advertorial for services would lead upon clicking on ‘Find Out More’ to a reveal page that contained the information on trafficking from Eurostat and encouraged visitors to report exploitation upon seeing it.
Number of participants during photobooth campaign : 5758
Number of participants during concerts: 60.000/concert
Society sectors represented: youth, vulnerable populations, educational, media, state institutions
Results:
Flyers distributed: 50000+
Untold Hero photos: 1500+
Social media reach: aprox. 700.000
