Reaching any target audience with precision is almost impossible. Paradais DDB and Ecuadorian health network, Veris, found a way to reach every content mediator to offer them support – the report button.

Content moderators view thousands of pieces of content, some very disturbing – posts that contain violence, abuse, or explicit visuals. It challenges the resilience of their mental health. They work anonymously; their identities are protected by company policy.

So the campaign, Report This Ad, used social media and the only system that always reaches them.

Instead of asking people to like, share, or comment, users were invited to report the campaign’s ads. Over 500 ads were uploaded across platforms, their messages designed to be flagged by users and reviewed by content moderators. Every ad that is reported is reviewed, so each ad delivered a hidden message offering free, anonymous psychological support.

The message was adapted across platforms and communities, to achieve maximum reach. In just two months, over 500 moderators contacted Veris for help. The campaign also did more than reach moderators. It also got everyday users thinking about the mental cost of the content they consume. Visits from first-time users to Veris’s psychological department rose by 117%.

Credits:
Client: Veris
Chief Marketing Officer: Gabriela Quezada

Creative Agency: Paradais DDB
Chief Creative Officer: Agustín Febres-Cordero
Executive Creative Directors: José Serrano & José Reinoso
Heads of Art: Estefanía Ruda, Alfonso De La Rosa & Daniel Gabela
Creative Director: Tyto Garces
Art Director: Nathalia Navarro
Copywriter: Xavier Vinueza
Graphic Designers: Emilia Rosero & Juan José Izurieta
Chief Strategy Officer: Ricardo Medina
Account Directors: Gabriela Vaca & Ilse Garcia
Account Executive: Mafer Gomez
Community Managers: Verónica Rivadeneira & Alejandro García
Editor: Christopher Valdiviezo