SHASE Estrie | Cible

SHASE Estrie

Boy assaulted,
marked man

Boy assaulted,
marked man
  • Advertising concept
  • Digital content creation
  • Design
  • Persona development
  • Community and social media management
  • Philanthropic Marketing
  • Motion design
  • Video and photo production
  • Web editing
  • Public and press relations
  • Search engine optimization strategy - SEO/SEM

1 in 5 men will be the victim of one or more sexual assaults in his lifetime and, in most cases, the abuse is committed at a young age among boys.

Given this alarming fact, SHASE wanted to act quickly by putting forward a digital offensive to raise awareness and sensitize teenagers and young adults to the various forms of sexual assault committed against men. This initiative was deployed in the Eastern Townships and was designed for a second consecutive year by Cible.

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An unusual launch at Mitchell-Montcalm school

The campaign took off at a prevention booth at Mitchell-Montcalm high school to better reach the target audience, namely teens aged 12-17.

The objective of this launch was to promote SHASE’s new “teen segment” program, a continuation of the adult segment, which aims to offer individual services and group workshops, in an adapted format, to equip youth to deal with the impacts of trauma in their daily lives.

A bold, colorful, multi-channel digital campaign

On the awareness side (and to maximize appeal) the campaign is propelled by a graphic nod to 1980s style, with its video games and neon colors. Accompanied by a strong digital component, it features a multi-channel, immersive content strategy on various social media, including Facebook, Instagram and TikTok.

Various video clips featuring SHASE men and women workers were deployed on TikTok to create a more meaningful and direct connection with youth. Myths or realities, Q&A, stories: the content created in a playful way helped raise awareness, share key information and inform them about male sexual assault.

A collaboration with social impact

Simultaneously, teachers and students at the college program of Arts, Letters and Communication, Media option, of the Cégep de Sherbrooke, were asked by our creative studio to develop different communication tools to better sensitize, from their point of view as young adults, their fellow students on sexual violence. This collaboration gave birth to beautiful projects with a strong social impact!

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