The business of counterfeiting not only affects the consumer in a direct way, it also causes serious consequences for society and the economy, such as the destruction of employment, the reduction of social services or the financing of organized crime, according to a report by ASGECO. Young people are one of the groups that can be especially affected by this reality, for example, when entering the labor market.
In this context, ASGECO commissioned us to carry out a campaign of online content, within its program Consume Original, Be Authentic to try to raise awareness among young people about the dangers of consuming counterfeit products.
In Eleventh Floor we decided to capture the attention of our target first through the image, and secondly to transmit the message. To do this, we designed a content strategy in social networks based on the publication of a series of very striking images with an aesthetic aimed at young audiences, accompanied by a text with some statistical data on the real consequences of the consumption of fakes.
In this way, we got the participation of a large number of users, who not only received the message, but helped us to spread it among their followers.
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