Find Your Voice - Manifest Communications
We’re Manifest Communications, a social change agency in Toronto. We know that amazing ideas have the power to create real social change.
social change, change, marketing, agency, cause, toronto, canada, manifest communications, advertising, charity, non-profit, CSR, corporate social responsibility
15377
page,page-id-15377,page-template,page-template-full_width,page-template-full_width-php,ajax_fade,page_not_loaded,,qode-title-hidden,qode-theme-ver-7.9,hide_inital_sticky,wpb-js-composer js-comp-ver-4.9.1,vc_responsive
FYV_Computer_v2

CATHARSIS CAN BE FUN

The target was young people, aged 13-20, who were unaware that Kids Help Phone has resources to help deal with day-to-day stressors. They know Kids Help Phone deals with big issues, like: Suicide and Abuse. However, we wanted to showcase the more conventional ways Kids Help Phone resources could support them through more “regular” issues, like: Bullying, Dating, Emotional Health and Money Management.

 

The Find Your Voice site was designed to give teens a chance to do something they already enjoy doing, namely Dubsmash, lip-syncing along to favourite pop songs and bits of movie dialogue and sharing it with their friends. But in this case, they’d be doing it to cathartically express how they feel towards their daily stresses.

 

The site was designed for easy, responsive mobile use, to fit the habits of the target, and it allowed Kids Help Phone to start a very different type of conversation with their target than they ever had before. And the nature of the site allowed that conversation to touch on day-to-day issues that affect kids even as it provided them a fun outlet of self-expression. It also allowed teens to post their Dubsmashes for their peers to watch and feel empowered by. Click the link below to visit our submission.

VISIT FIND YOUR VOICE NOW

CAN WE GET THEM TO TALK?

Kids Help Phone wanted to get teens aged 13-20 in Ontario, Quebec, Alberta and Atlantic Canada to use the Kids Help Phone website as a resource to help them solve their daily problems.

99 PROBLEMS…

Too many teens in that target group would rather struggle inwardly with their problems than ever let anyone know they can’t solve those problems on their own. We had to give them a way of solving their problems with the help of Kids Help Phone tools.

A (DUB)SMASHING WAY TO TURN THEM ON

We knew nothing makes you more invisible to this target than preaching at them. We wanted to create an experience for them to have. So we started by looking at what they’re already doing. They love co-creating content.

 

We found out they loved Dubsmash: making and sharing videos of themselves lip-syncing pop songs or movie lines. We created Find Your Voice, a site where they could use Dubsmash to answer questions and express themselves on issues that affect them. Bright colours, pop cultural references, bold imagery and interactive design were used to entice and engage them, and this expressive content encouraged their peers to do the same, organically.

 

Specific and relatable teen topics were changed weekly, and Dubsmashing their feelings on Find Your Voice was just the beginning of a two-way conversation about creating awareness of the range of topics and resources that could be accessed at the Kids Help Phone website.

 

We knew we’d have to go to where teens were online to invite them to join in the fun, so we reached them through television ads on the MuchMusic, digital display banners on Bell Media Properties and AOL, preroll on Bell Media Properties, Paid Social on Facebook & Instagram, and an Influencer Program created by MuchMusic.

 

NO TEENS WERE HARMED IN THE MAKING OF THIS COMMERCIAL. IN FACT, SOME MAY HAVE BEEN HELPED

We wanted to appeal to teens, so we used real teens in the T.V. commercial for Find Your Voice. And we used them demonstrating what Find Your Voice is all about. Our teens Dubsmashed the voiceover describing Find Your Voice and the contest. It was an invitation to join in the fun. Many had no idea they’d be doing so much for their emotional health.

WE WENT WHERE TEENS WERE

We knew it would be important to create not just a website, but an experience for our teen target to have. It helped that the experience mirrored something they already enjoyed doing.

 

Because the creative was appealing and enticed our target to engage, digital media drove more clicks than we expected.

 

Our target was already on social media in a big way. We reached them there and give them something to do that appealed to them. People don’t read ads, they read what interests them, and sometimes it’s an ad.

 

We partnered with the MuchMusic’s Creators to drive influencer based content that helped the site and program go viral through massive numbers of mentions, likes and views. We didn’t make a website for our target, we gave them a chance to ‘Find Your Voice’, and they took it.

A KICK IN THE PANTS

As an incentive to get “dubbing” we offered a grand prize of VIP tickets to the 2016 MuchMusic Video Awards to the teen who created the best Dubsmash of the campaign. We also provided weekly prizes of Beats™ By Dre™ Headphones that were awarded to weekly topic winners who answered topic questions, including:

  • School: How do you deal with test stress?
  • Bullying: How would you help a friend dealing with bullying?
  • Dating: What’s the perfect break up song?
  • Friendship: What song would you sing as a duet with your best friend?

THE CHANGE WE MADE

16,484

VISITS IN 4 WEEKS

2:11

AVERAGE TIME ON SITE

6.4%

BOUNCE RATE

580,464

ENGAGEMENTS

30%

INCREASED DEMAND FOR ONLINE COUNSELLING

0.33%

CLICK THROUGH