LIAM Foundation

  • Campaign Strategy,

  • Copywriting,

  • Social Media Campaign,

  • Social Media Management,

  • Visual Identity,

  • Web Design

Client: LIAM Foundation

The Perth-based LIAM Foundation is dedicated to raising awareness of the serious, life-threatening problem of methanol poisoning in Bali – one of the most popular holiday destinations for Australians. Avoiding scare tactics, the campaign had to be able to engage with different types of Australian visitors to the island, with an initial focus being on school leavers, or ‘schoolies’.

Instagram ad
Instagram animation
Making use of Facebook's ability to define target audiences, as well as the powerful feature of being able to 'tag' people, the campaign was launched just prior to schoolies week. Results in the first week included a 153% increase in page views, 533% increase in page likes and a 109% increase in post engagements from a combination of paid ads and organic Facebook page activity. The ads themselves reached a total of more than 55,000 Australians aged between 17 and 23 years of age over two days, with more than 25% engaging with the ads.
facebook page
Facebook post
Facebook post
Rather than using photography, illustrations were commissioned to help the campaign stand out from other attention-seeking online content, and simple animation was also employed to provide a further level of visual interest to each post. The campaign used a variety of messaging, with different styles of language for different target audiences.
Website mobile first
Pullup banner
If you would like to share the campaign with people you know, simply search for 'Lifesaving Initiatives About Methanol - LIAM' on Facebook.Illustrations by Paolo Lim at The Illustration Room.

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