Save the Children

The Objective

Save the Children is world-renowned for providing much-needed support to children in order for them to learn, grow, and become who they want to be. After the passing of a new law in Spain protecting minors against sexual abuse, the charity wanted to educate a broad spectrum of generations around the issue and empower victims to speak up and break the taboo. And they knew there’s no better place to reach a big audience with a powerful message than TikTok.

The Solution

Save the Children chose to run a Hashtag Challenge named #NoMeCalloChallenge, which means “I won't keep quiet”, along with a TopView and One Day Max In-Feed Ad to amplify their message. 

To support the challenge ahead of its launch, they worked with TikTok creator @huronarolera on a video in which she performed the challenge’s routine. Using mime and overlaid text –  soundtracked with an emotive and impactful piece of music – @huronarolera’s video served as the ideal introduction to Save the Children’s campaign, and showed users exactly how to take part.

The Results

Lasting for six days between 18th – 23rd May 2021, the Save the Children Hashtag Challenge successfully enticed thousands of people across Spain to engage with and share the campaign, resulting in an incredibly effective brand exercise that spread their important message across their target audience.

More than 5.8 million video views were recorded during the campaign, with an incredible total engagement of 22.1 million – clearly showing how impactful a Hashtag Challenge can be when the call to action is clear and its launch is supported by a popular Creator and traffic-driving TopView and In-Feed Ads.