[JUDGING] We the People
Section: Instagram NGO
Organisation Name: Foróige
Instagram Questions
Name Of Brandclient
Foróige
Personpeople Who Leads This Account
For the Off Limits campaign, the We the People team was led by Aoife Cooney, Director of Strategy & Digital; Augusto Gil, Content Creation Manager; and Jenny Murphy Byrne, Digital Account Manager, working closely with Kelly O’Doherty and the Foróige Dublin 15 team. But the most important members of the creative team were the audience themselves. Thirteen young people from Dublin 15 developed Off Limits through Foróige’s Real U programme. Through workshops and story development, they shaped the concept, perspectives, scripts, language, locations, styling and creative direction. That distinction is vital. This was not adults trying to sound like teenagers. Young people were given genuine creative ownership of a campaign intended to influence their peers.
Link To The Web Version Of Your Instagram Account
@foroige Foróige on Instagram
Do You Use Alt Text In Your Images And Caption Your Videos
Accessibility sat alongside safeguarding throughout the campaign, particularly given the sensitive subject matter and young audiences involved. Content was designed to communicate clearly without depending solely on audio, with accessibility considered during production, editing and final platform adaptation.
Outline Your Instastrategy - Why Is Instagram For You
A campaign about consent could easily sound like adults warning teenagers about the internet. Off Limits did the opposite.
Young people shaped the concept, language, scripts and creative direction. Instagram was the natural storytelling engine because the behaviour we were challenging exists within the same digital culture: private messages, peer pressure, forwarding, sharing and instant reaction.
We created three connected short-form POV films: The Sender, The Forwarder and The Bystander. The same incident unfolds from three perspectives, showing how one decision can ripple through a peer group. Each film was built as social content first: vertical, immediate, human and emotionally recognisable rather than instructional.
We launched organically to establish traction, then amplified through paid Instagram. The approach worked. The final evaluation identified Instagram as the campaign’s strongest platform for reach, video consumption and engagement.
How Can You Measure Impact To The Bizorg
Foróige’s objective was awareness and reflection around a difficult behaviour, so impact meant getting people to watch, stay, share and remain connected.
Across Instagram, the three films achieved:
The Sender: 306,000 views, 122 shares, 95 follows
The Forwarder: 325,000 views, 98 shares, 79 follows
The Bystander: 293,000 views, 76 shares, 64 follows
The campaign generated more than 230 new followers in a short period. During the initial organic launch window, Foróige’s overall Instagram interactions increased 242.2%, viewers 156.3%, profile visits 57.1% and follows 43.9%, although those account figures also include other Foróige content published that week.
The shares are particularly meaningful. People did more than encounter a sensitive message. They chose to pass it on.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
THE SENDER
https://www.instagram.com/reel/DU7_zvCDy6D/
Purpose: open the story at the first decision. The film explores the pressure surrounding the original sharing of an intimate image and shows how something that feels private can quickly move beyond the people involved. The creative had to create recognition and empathy rather than shame.
Instagram organic + paid:
306,000 views
687 likes
7 comments
122 shares
95 new follows
Its paid performance included 63,285 ThruPlays at €0.01 each, 261,411 video plays and the strongest opening hook of the three films at 63%.
Organically, it also generated the highest interaction level of the series, with 334 interactions and an average watch time of 11 seconds.
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
THE FORWARDER
https://www.instagram.com/reel/DU-knUcDO96/
Purpose: challenge the point at which private becomes public. The Forwarder makes an important behavioural point: passing an image on is an active decision. The person who presses forward becomes part of what happens next.
Instagram organic + paid:
325,000 views, the highest of the three films
582 likes
6 comments
98 shares
79 new follows
Paid delivery generated 284,277 video plays and 62,379 ThruPlays at €0.01 each.
The storytelling deliberately connects to The Sender rather than resetting the narrative. Audiences see the same incident widening through another person’s choices, making the consequences progressively harder to dismiss as somebody else’s problem.
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
THE BYSTANDER
https://www.instagram.com/reel/DVGTBRlDYqC/
Purpose: give the audience agency. After seeing harm begin and spread, the third film asks what somebody watching can actually do. The Bystander can interrupt the chain, challenge harmful behaviour and protect another person’s dignity.
Instagram organic + paid:
293,000 views
562 likes
8 comments
76 shares
64 new follows
Paid delivery generated 74,448 ThruPlays, the highest of the series, at just €0.01 each, with 277,809 video plays. It also achieved the campaign’s strongest hold rate at 8.77%.
The final evaluation identified The Bystander as the strongest asset for video completion and engagement. That is a particularly satisfying result: the film offering audiences a constructive role was the one they stayed with.
