The documentary-style video captures men’s heartbreak of love lost as they revisit memories of “the one that got away.” At first, the men seem sweet and honest, but the conversation takes a dark turn when it is revealed they are not the hopeless romantics we once sympathized with. In the end, we realize the men are abusive, and that “the one that got away” in each case was actually a victim of domestic violence who fled to Interval House for shelter.

On Valentine’s Day, a time when everyone is talking about relationships, we launched one :90 video and two :30 videos on Facebook to an open audience, generating as much awareness and scale as possible for Interval House. The videos had an estimated daily reach of 240,000-1.4 million.

With only $5,000 in paid media, we reached well over 600,000 people, including multiple celebrity shares. We exceeded client expectations, but what really matters is that we actually made a difference. In terms of website traffic, there was a 62% increase in visits to the donation page and a 103% increase in clicks to the “Get Help” button. To Interval House, helping women be “the one that got away” is the most important result of all.