Every day, organisations publish reports, statistics and recommendations about important social issues. 

Yet only a small number of these messages capture public attention. 

Why?     

Because people are more likely to remember stories than statistics. 

UNICEF recognised this challenge and launched the #ENDviolence initiative, encouraging young people to become active voices for change rather than passive recipients of information. 

One of the campaign's best-known initiatives was LOVE MYSELF, developed together with BTS, which promoted self-respect, empathy and the prevention of violence. 

Before exploring how the campaign worked, watch the short video below. 

👀 While watching
As you watch the video, think about the following questions. 

1. What message is the campaign trying to communicate? 

2. Which emotions does the video create? 

• Hope
• Empathy
• Confidence
• Belonging
• Responsibility
• Other: ___________

3. How are young people represented in the campaign? 

4. Why do you think emotional storytelling is more memorable than presenting statistics alone? 

5. After watching the video, what action do you think UNICEF hopes people will take? 

💬 Reflection  

The video does not explain facts or statistics. Instead, it focuses on emotions, values and human experiences. 

This is one of the key characteristics of successful digital campaigns: 

People engage with stories before they engage with data.     

But emotion alone is not enough. 

To create real impact, campaigns also need participation. 

Let's see how UNICEF transformed this message into a global movement. 

📖 The campaign beyond the video 

The LOVE MYSELF video introduced the campaign's values. However, the wider #ENDviolence initiative went much further.

UNICEF invited young people to participate actively by creating their own content on social media. 

Instead of relying only on professional communication teams, the campaign encouraged young people to become creators, storytellers and ambassadors. 

Participants shared: 

• 🎥 TikTok videos
• 📸 Instagram Reels
• 🎭 Short performances
• 🎨 Drawings and illustrations
• 💬 Personal stories
• ❤️ Messages promoting kindness and respect

The campaign became a conversation rather than a one-way message. 

📊 Campaign results 

Campaign journey: 

Powerful message 
        ↓
Emotional storytelling 
        ↓
Young people identify with the message 
        ↓
Young people create their own content 
        ↓
Content spreads through social media 
        ↓
Communities join the conversation 
        ↓
Media attention increases 
        ↓
Decision-makers notice the issue 

🔍 Why did the campaign work? 

1. Emotion came before information 

The campaign focused on personal stories, dignity and hope rather than statistics. 

People connected emotionally before learning more about the issue. 

2. Young people cecame co-creators 

Instead of speaking to young people, UNICEF spoke with them. Young participants adapted the campaign using their own creativity and voice. 

This made the campaign feel authentic and relatable. 

3. Social Media Encouraged Participation 

The campaign used platforms where young people already spent their time. 

Creating and sharing content became easy, familiar and enjoyable. 

Participation increased naturally. 

4. Authenticity built trust 

Messages created by real young people were often more powerful than professionally produced advertisements. 

Authentic voices encouraged conversation and empathy. 

5. Participation increased visibility 

Every participant became another communicator. 

Instead of one organisation sharing one message, thousands of young people amplified the campaign through their own networks. 

💡 Lessons for civic campaigns 
Successful digital campaigns usually combine three elements: 

❤️ Emotion
People connect emotionally before they act. 

🤝 Participation
People support initiatives when they can actively contribute. 

🌍 Community
Shared stories help create movements rather than isolated campaigns.