#SecureOurSocials — Nailah's Portfolio

2024 - PRESENT

THE PROBLEM:
The #SecureOurSocials campaign was developed based on an extensive investigation by Human Rights Watch which found that security forces in the Middle East and North Africa (MENA) region use social media platforms, including Facebook and Instagram, to entrap and harass LGBT people online, as well as to gather and create evidence to prosecute them.

THE SOLUTION:
Developed a comprehensive digital campaign that calls on the public to contact Meta and request disclosure of their investments and practices to ensure user safety and improve user safety features in the MENA region and around the world. Campaign tactics, on the design side, comprised of brand identity development which was applied in both English and Arabic across products including campaign website, a suite of corresponding social media assets, campaign video, email marketing assets, and a digital ad program.

DESIGN TEAM:
Lead Designer/Art Direction - Nailah Ali, Ziva Juneja
Brand Designer - Snigdha Pamula
Illustration + Design - Studio Safar

FINAL HIGH FIDELITY WEBSITE WIREFRAME (ENGLISH)

View the live website.

A SELECTION OF CORRESPONDING SOCIAL MEDIA ASSETS

Social media carousels of proposed safety tips to help LGBT people in MENA protect themselves online.

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Corresponding prop for campaign hero video.

IMPACT

A quick snapshot of results since launch:

Additional impact so far:

#SecureOurSocials reached over 5.5M+ people across Facebook, Instagram and LinkedIn within 3 months.
Air Anya garnered over 260K+ views on Instagram alone, bolstered by an exclusive partnership with #1 social media news outlet NowThis.
165K+ unique site views, with over 100K from the Arabic page.
Over 45 million impressions with a cost per click of just $0.05
Innovative email marketing series opened by 245,000 HRW subscribers with an Open and Click Through Rates well above organizational benchmarks.
Dozens of prominent rights groups uplifted campaign content in MENA and globally, thanks in large part to our campaign partners.
10K+ email sent through our site to top Meta executives calling for increased transparency and investment on user safety
Top Meta staff including Human Rights and MENA Policy Directors engaged in correspondence and a series of meetings with HRW on how to help keep LGBT people safe on their platforms.
Campaign was selected as an Official Honoree in the Webby Awards