Digital – Direct Response
Brand Snap Counsellors
Agency tbwa/india
Brief Give teens in India a simple and discreet platform to report relationship abuse. The target audience is specifically teens. In India, there are several organisations addressing domestic violence, but no one is addressing teen relationship violence.
Cultural Context
India has a serious teen relationship abuse problem. But 90% teens do not report abuse because of fear of their partner or conservative parents who do not encourage dating. To make things worse, Indian schools and colleges do not have a good counselling system.
The solution was Snap Counsellors, the world’s first teen counselling helpline on Snapchat. Almost every Indian teen has a smart phone and Snapchat is one of the fastest growing apps. Chats get deleted in 10 seconds, giving the victim privacy from snooping boyfriends and parents. With the ‘Story’ feature, we can broadcast inspiring messages and useful info daily.