SOCIAL MEDIA AGAINST DOMESTIC VIOLENCE

Social Media Support for the ‘Break the Circle’ Social Project (UNFPA Ukraine) on Instagram, Facebook, and Viber

#campaign management #design #moderation #social media #strategy

UNFPA Ukraine is the Ukrainian office of the United Nations Population Fund. The organisation works on human rights, gender equality and support for people facing crisis situations.

Sasquatch Digital worked with UNFPA Ukraine from 2021 to 2024.

GOALS AND TASKS

online tasks

offline tasks

The primary goal was to change public perception of domestic violence and motivate survivors of domestic and gender-based violence to seek help.

Our Objectives

1. Build multi-channel communication across Instagram, Facebook and Viber.
2. Increase readership and engagement on Instagram and Facebook.

1. Support the operation of helplines.
2. Amplify the campaign’s social impact.

TARGET AUDIENCE

Women aged 24–44 who have experienced or are experiencing toxic, destructive or abusive relationships, as well as those who have close ones in such situations.

COMMUNICATION IDEA

Expose the closed cycle of violence and provide people with tools to break it — without judgement or pressure.

CONTENT

Emotionally restrained content: posts, videos and Stories explaining different forms of violence, ways to seek help and the importance of taking action. A recognisable, non-standard visual style was maintained despite strict client guidelines.

FEEDBACK

The campaign generated a strong emotional response and meaningful discussion. The content was perceived as support rather than moralising.

RESULTS
ACHIEVED OVER THE LAST 4 MONTHS

718547

total reach

27524

readers on Facebook

9185

reactions on Facebook

2.1

average ER on Facebook, %

5.1

average ER on Instagram, %

1017

link clicks on Viber
(1,321% above plan)

all cases