Case studies

Tasmania Department of Communities

Family and Sexual Violence Action Plan – Hearing Lived Experiences Survey Campaign

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The client

The Tasmania Government’s Department of Communities Tasmania is committed to creating strong, active and inclusive communities. Part of this commitment includes engaging with and supporting the Tasmanian community to be free from family and sexual violence.

The Brief

The Tasmania Department of Communities’ Hearing Lived Experiences Survey Campaign sought to build awareness and encourage adult victim-survivors with lived experience of family and sexual violence to safely share their stories through an anonymous online public survey.

Hard copy surveys were also available from selected community and social service outlets.

The 2022 Survey looked to builds on the insights from the 2018 survey to help the Tasmanian Government develop the third Family and Sexual Violence Action Plan.

While many victim-survivors are females, the campaign could not ignore males, who made up 9 per cent of the previous survey’s respondents.

The previous survey achieved a 5 per cent response rate among the 18 to 24 year old cohort. There was a requirement for the 2022 survey to increase the number of respondents from this age bracket to better understand the experiences of young people.

The 2018 survey achieved 500 responses. The 2022 campaign objective was to deliver an increase on this number.

The Strategy

The communication delivery strategy consisted of a strong paid social media presence across the following platforms, with the Tik Tok and Snapchat presence assisting to reinforce the reach the 18–24-year-old cohort:

  • TikTok
  • Snapchat
  • Facebook

This was supported by advertising across statewide commercial radio networks, targeted community press publications, along with poster placements in high traffic public areas.

Given the campaign’s broad target audience, delivery to males and females 18+ was set for all media platforms.

Key Digital Campaign Performance Metrics
  • Impressions – 1,225,180
  • Reach – 199,559 unique users
  • Traffic delivered to the survey – 18,989 click through

Facebook

  • Click-through rate (CTR) – 2.62% (nearly 3x above the platform average of 0.9%).
  • Average cost per click (CPC) – $0.41 (5x under the platform average of $2.40).
  • Link clicks to the survey – 13,798 redirecting users to the website.

Snapchat

  • Click-through rate (CTR) – 1.24% (over 3x the platform average of 0.35%).
  • Average cost per click (CPC) – $0.71 (over 4x the platform average of $3.00).
  • Link clicks to the survey – 3,607 redirecting users to the website.

TikTok

  • Click-through rate (CTR) – 0.36% (approaching the platform average of 0.5%).
  • Average cost per click (CPC) – $0.94 (under the platform average of $1.00).
  • Link clicks to the survey – 1,583 redirecting users to the website.

The campaign saw women make up the majority of link clicks with 11,236, compared to 5,427 from men across all platforms. Men delivered 32 per cent of the link click activity, an increase on the 2018 campaign (up from 9 per cent).

However, men clicked through to the survey at a significantly higher rate than women on Facebook and at a similar rate to women on TikTok and Snapchat, demonstrating men’s interest in the survey.

Campaign Effectiveness

While the survey is still open to the public, to date, the number of completed surveys sits at 655 responses, a 31 per cent increase in completed surveys compared to the 2018 campaign.

With an objective to increase the response rate among younger females (18-24), results to date highlight a 20% increase in responses from this cohort.

Assistant Director, Policy and Programs, Courtney Hurworth indicated the Department is very satisfied with the campaign’s results and its contribution to developing the third Family and Sexual Violence Action Plan.

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