Project produced for CEAF, using interactive video (iVIDEO) and 2D animation techniques.
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.
