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 



Check out the challenge on tiktok:

https://www.tiktok.com/tag/lifeinthedark?lang=en