Awareness without action is noise. A story without safety is harm.
The goal is not the most viral story—it is the most supported storyteller and the most informed audience.

Need a template? Reply and I can provide a downloadable consent form, social media caption bank, or post-campaign survivor check-in survey.

Perhaps no modern campaign illustrates the raw power of this keyword better than #MeToo. Founded in 2006 by activist Tarana Burke, the phrase remained a whisper until October 2017. When survivors of sexual assault and harassment began sharing their stories en masse, the algorithm broke.

Why it worked:

The result was a seismic shift in culture and legislation, proving that when survivor stories aggregate, they become a movement.

| Metric | What It Tells You | Ethical Check | |--------|------------------|----------------| | Helpline calls / website visits | Immediate action | ✅ Good | | Story shares (organic) | Emotional resonance | ✅ Good | | Comments asking “Is this real?” | Distrust or trolling | ⚠️ Moderate – prepare survivor for this possibility. | | Survivor’s well-being post-launch | Long-term safety | ✅ Essential – check in 1 week and 1 month later. |