Mongolia faced significant challenges in the digital landscape, with low levels of digital literacy and limited awareness of online privacy issues. Recognizing these obstacles, Love Frankie teamed up with DAI to create a campaign aimed at engaging Mongolian youth, the key drivers of change within their communities.
To overcome the perception of cybersecurity as a dull topic, we leveraged the universal appeal of pop music. The "My *** Is Mine" campaign centered around a catchy, relatable music video that seamlessly integrated messages about online privacy, making the subject both accessible and engaging for teenagers.
Our approach was rooted in thorough research. We conducted formative studies, focus groups, and surveys to ensure our content resonated with our audience. By listening to the youth and understanding their digital behaviors, we crafted messages that were both relevant and impactful.
The response to the campaign was extraordinary. The music video garnered 1.5 million views, while our posts reached 9.6 million people on Facebook and 2.2 million on Instagram. Additionally, we received 28 contest entries, highlighting the active participation and enthusiasm of Mongolian youth.
The true success of "My *** Is Mine" lies in its cultural impact. By making online privacy a topic of conversation among young people, we initiated a shift towards greater digital literacy and awareness. This campaign exemplifies how creative, research-driven strategies can drive meaningful social change.
Continuing the Journey Towards Digital Empowerment
