It's an overused phrase, but in this case the video really did catch fire.

It quickly became the cause célèbre of Turkey's A list. And before the day was over, what was meant to be a local project, spread via Amnesty offices all around the world including Japan, UK and the US. And when the film hit the news channels, the viewings reached into the millions.

To highlight and amplify the injustice of violence, we used conventional social media in an unconventional way.

On March 8, World Women's Day, Amnesty Turkey ran an interactive video on its Facebook page.

The film showed a woman who is abused by her husband, she keeps begging him to stop.

Typically at this point people would press the stop button on the film. They really don't want to know, just like in real life. But for the first time on Facebook, when you pressed the stop button,

the video didn't. But the abuse did. The film continued and the woman thanked the viewer not just for watching but for getting involved and stopping the violence.

In Turkey, every 5 minutes, a woman is beaten. But even more appalling is that many of these incidents take place in public and people just stand by and watch. Everyone is too scared to stop the violence. To scared to get involved.

On the other hand, they think that they are very sensible people. Actually, they are vast majority so if they want, they can stop the violence. They just need to remember this. They are close to the world. They live on their own world. They spend nearly 20 hours on Facebook. So, we decided to create a campaign where they are. We use conventional media in an unconventional way.

We created an interactive violence video which they can stop. They live an A-ha moment.

When they stopped the video, violence stopped too. So, they saved a woman. They live this honorable feeling just like an online experience.