THE PROBLEM:
The International Red Cross (ICRC) needed help raising awareness for an ongoing problem that was being ignored: The power crisis in Gaza.
At any given time, 1 in 3 Gazans are living without power. Families struggle to access clean water and lack electricity to study, cook, clean, refrigerate food or heat their homes.
It’s not just about a lack of light. Limited access to electricity impacts people’s everyday life, health and mental wellbeing.
THE SOLUTION:
We created the #LifeInTheDark challenge and asked TikTok’s top creators to do what they do best—in the dark. The challenge turned the social platform where people flaunt their skills, into a place filled with fails.
Turning off the lights became a simple yet powerful way to visualize the ongoing crisis that had been ignored by so many.
THE CONTENT:
Step 1: Creators set up their skills.
Step 2: They tried to do it in the dark.
Step 3: They revealed their fails to shine a light on the power crisis.
The RESULTS:
Reach: 16.2 million
Views & Impressions: 25 million—exceeding campaign goals by 400%
CPM: $1.61—150% more efficient than industry standard
ICRC profile views on TikTok rose 131%
Post engagement increased 340%
ICRC followers on TikTok doubled