As part of the Ministry of National Security’s Violence Reduction Strategy, this initiative seeks to engage the community, amplify powerful voices, and spotlight programs that tackle the root causes of gang violence. Stop the Violence Bermuda is a community-focused public awareness initiative aimed at reducing violence and promoting prevention, education, and unity across the island. Our role was to design and execute a multi-channel digital campaign that maximized reach, reinforced consistent messaging, and ensured the campaign was discoverable wherever Bermudians spend their time online.
The strategy focused on combining organic social media content, paid digital advertising, video distribution, and search visibility to create sustained awareness and meaningful community engagement.
Key goals included:
Maximizing awareness across social and video platforms
Driving consistent engagement with campaign messaging
Strengthening discoverability through search and web presence
Supporting long-term community impact beyond a single campaign moment
Instagram proved to be the strongest driver of visibility and interaction, serving as the primary awareness engine for the campaign.
Facebook:
78,800 total views
10,200+ unique users reached
Facebook played a supporting role, providing steady exposure to key community segments and reinforcing the broader campaign message.
618 post engagements
Cost per result: $0.16
These results demonstrate cost-effective reach and engagement, ensuring the campaign message reached new audiences at scale.
47,668 video views
Average watch time: 87.8%
Click-through rate: 13.7%
116 total shares.
High completion rates and sharing behavior indicate that viewers were highly engaged and motivated to spread the message organically.
Integrated analytics to track traffic, engagement, and search performance
Mobile-responsive design to ensure accessibility across all devices
Instagram and YouTube emerged as the strongest platforms for awareness and engagement
Paid ads delivered efficient reach at a low cost per result
Video content achieved exceptional retention, validating message clarity and relevance
Search visibility ensured the campaign reached users with active intent