Solidarity is a Viddsee for Good project, partnered with MSF, aimed to raise the voices of vulnerable women and families, inspire support and offer courage for women and families who may be suffering in silence. The centerpiece, "Solidarity", an original female-led drama anthology series centred on 5 women-centric causes, directed by 5 female filmmakers. Through these stories of solidarity, we see how the women with a platform for their voices to be heard can support and uplift other women who do not have the same opportunities. The key messages were to change mindsets, expand the perception of an empowered women in today’s environment, raising solidarity & support to be proactive in breaking the silence and raising awareness on the different support channels within the community for vulnerable or at-risk women. With the series as a focal point, we partnered with MSF to drive support towards their Break The Silence campaign.

The core ideation of the campaign is to invite 5 female filmmakers and the public to stand in solidarity with women who are in need of support, and women who have had their agency taken from them in one way or another. With the project’s focus on enabling and helping vulnerable women and inevitably families, MSF was an ideal partner to work with towards a common goal. While MSF is the key government agency in supporting women and families, Viddsee was able to bring forward our expertise as storytellers and a media platform to help increase the reach and engagement for this important topic.

The creative expression of the campaign focuses on not only amplifying the key messages for the campaign - raising awareness and support for various groups of women in Singapore. Through the films, the campaign conducted extensive content marketing, and supported MSF’s activations for Valentines' Day.

The primary target audience are young women, aged 18-41 and the secondary is the general public. Created to appeal to young people, we leveraged TikTok's immersive storytelling capabilities to draw them in, and contribute with their own thoughts & experiences. The core strategic thought was to use storytelling as a tool to shape mindsets and drive action, as such we approached it from a content/story activated campaign, which was paramount to set the stage by building empathy and awareness with the target audience. This is supported with campaign end tags to drive call-to-action towards the National Anti-Violence and Sexual Harassment Helpline (NAVH), and a campaign microsite to host the full films, extended content, profile posts and amplified MSF’s Valentines’ Day activation, which successfully collected 950 pledges and brought in over 9000 footfalls.

The intended media channels for the campaign were social media, digital ads, KOLs, and partnership efforts.

With precision and care, "Solidarity" was created in collaboration with a team of professional filmmakers as we conducted exhaustive research with countless real-life profiles to better understand the nuances of women-centric issues. The films were launched on Viddsee TikTok, Facebook, Instagram, YouTube and Viddsee.com for additional social content, promotions and trailers to spark curiosity and engagement. Cliffhangers were strategically injected in the series trailer and 5 episodic trailers, with 5 character profile posts, to create the initial burst of hype and anticipation. In addition to the trailers, the campaign produced 2 additional content. Contests, polls and KOL posts were executed to further engage the audience and finally, bringing the series to life with a TikTok Live, where our audience were able to engage in real time.

To maximise impact and engagement, we strategically released the content over 8 weeks, building up the characters, anticipation and hype.

Solidarity performed well with over 1.4 million views in total - well surpassing the KPI of 500,000 views. In addition to the views the campaign has received, the campaign has done well to engage the users through content marketing - and this is evident through the high number of likes, comments or shares that the campaign has received. in which the results far exceeded the KPIs and were exceptional:

For the series and marketing content across Viddsee channels, the campaign resulted in:

1.4 million total views

Amassing a total campaign reach of more than 1.8 million

Total engagement of 49,701

Generating conversations on various social issues faced by women in Singapore through a contest

Provided additional support to MSF’s event activation by building and hosting an online pledging form. Campaign successfully collected 950 pledges