The Impossible Poster: Inspire thousands in PR

Campaign Objective

The campaign aimed to change the narrative about the value girls place on themselves. Women's well-being begins with the vision they have of themselves from childhood. The campaign had the following assumptions:

1. Women's rights and well-being begins with the girls and young women of the world. 
2. The desires and needs of our girls must be heard and validated.
3. Our girls deserve to be understood as capable beings and deserving of tenderness.
4. By equipping parents and girls with these powerful statements and ideas of accomplishment, we can combat apathy in our national sphere about women's rights. We can empower from our experience, to inspire our young women to fight their own fights and inspire themselves.

What did the campaign consist of?

The campaign ran from March 8 to 28, 2021. It began on March 8 with a call on Taller Salud's social networks where there was a brief description of the campaign and the campaign instructions. The instructions were as follows:

1. Reflect on what lesson(s) your child deserves to hear. 
2. Record and send us your testimony (or write it down!) 
3. Share your message through the link! Leave your ImpoSIble Message here! https://neon.ly/p9Pj5

The videos had to be no longer than one minute. Once the videos were received, the organization's communications manager was in charge of editing them, adding the graphic art and sound. The social networks we used for the campaign were Facebook and Instagram, through Taller Salud's institutional accounts. 

Metrics Results

We received a total of 20 videos as part of the campaign between March 8-26, 2021. The populations from which we received videos were primarily women between the ages of 18 and 70. The first video to be published was that of Ivonne Solla y Carmen Nydia, the former is a well-known journalist and presenter in Puerto Rico, while the latter is a well-known actress and comedian. 

The metrics and impact of the campaign's publications on social networks were counted using the tools of 20. With this tool we counted the impressions, number of comments, number of "likes" and engagement. The videos posted had a total impression of 74,283. Impressions are the number of times a page post is displayed on users' walls during a given period of time. The engagement of the publication totaled 1,923. Engagement is the degree of interaction that users or followers of a brand have with the brand's account. The engagement rate was 3.19%, which is considered a very good engagement.

Links:

• Example 1: "ImpoSIble Message" campaign video
• Example 2: "ImposSIble Message" Campaign Video
• Link #3: "ImposSIble Message" Campaign Video