Case study: What kind of heroine or hero are you?

• Affected 28% of young Quebecers aged 13-18

• 833,354 Facebook impressions and 282,724 teaser views

• Five to seven times more young people who identify as "other" report having witnessed or been victims of harassment.

🧩 Context

In response to the rise in street harassment cases , particularly among young people, the CÉAF ( Centre d'études et de formation en jeunesse – Centre for Educational and Vocational Training) commissioned Hit Film Inc. to design an innovative awareness campaign. The goal: to equip teenagers to intervene safely when they witness or are victims of harassment.

💡 Concept

Hit Film has created an interactive iVideo entitled " Which heroine or hero are you? ". This experience puts the user at the heart of the action: through an interactive scenario, they must react to harassment situations, which reveals their "vigilante profile" (e.g. Ninja, Illusionist, Double Agent, Chameleon, Hypervigilant).

Interactivity : each choice influences the course of the story

Personalization : the video adapts to the user's choices

Integrated analytics : collecting data on behaviors and perceptions

🎯 Objectives

• Raising awareness among young people about street harassment

• Developing safe intervention reflexes

• Data collection on perceptions and experiences

• Strong digital positioning with a teenage audience

  
  

  🎥 Production

• Duration : < 2 minutes

• Animation : 2D, created using libraries of graphic elements

• Distribution : iFrame or direct link embedded in social networks

  
  

📊 Results

Campaign: March 3 – May 12, 2020

Scope

• 192,895 young people aged 13 to 18 reached (~28% of this population in Quebec)

• 9,140 unique iVideo users

• 833,354 impressions (Facebook campaign)

• 282,724 views of the teaser

Commitment

• 146 shares of hero/vigilante profiles

Data collected (via questionnaires integrated into the experiment)

Witnesses to harassment

• 42% of participants

  • Guys: 30%

  • Girls: 45%

  • Other: 58%

Victims of harassment

• 40% of participants

  • Guys: 16%

  • Girls: 48%

  • Other: 52%

Strategies used by user witnesses

• 22%: "I pretend to know her"

• 34%: “Hey man, that’s harassment!” »

• 45%: "I throw him off balance by asking a random question"

📣 Broadcast

Targeted platforms :

• YouTube

• Instagram

• Facebook

• Targeted Facebook groups

Strategies :

• Online marketing

• Remarketing

• Organic positioning

• Identification of hashtags and keywords

Follow up :

• Daily at launch

• Weekly

• Statistical reports produced throughout the 4-month campaign

🧠 Impact

• Campaign considered an example of innovation in social communication .

• Strong engagement from the target audience thanks to the playful and rewarding approach.

• First interactive experience for many young participants.

• A valuable database for the CEAF to guide its future actions.

🤝 Conclusion

This interactive iVideo transformed an awareness campaign into an engaging personal experience . By placing the user in the role of hero, it fosters empathy, empowerment, and action in the fight against street harassment.