Words don't disappear when the screen goes dark.
For the 2025 edition of 16 Days of Activism, SO.. developed a campaign about digital violence and the consequences that follow us beyond the screen.
- Client
- Embassy of the Kingdom of the Netherlands in Bosnia and Herzegovina
- Campaign
- 16 Days of Activism against Gender-Based Violence
- Period
- 25 November to 10 December 2025
01 / The idea
The things we can't see.
The campaign followed 2024's #SadZnam, “Now I Know”, by turning the sentence outward: #SadZnaš, “Now You Know”.
SeparateA shadow can come loose from what cast it.
RemainThe screen goes dark. The shadow stays.
CollectiveShadow over shadow, until it covers the wall.
Into the lightIn the light, it is no longer invisible.
In the campaign, shadows stood for the digital space where responsibility hides, the shadow of an abuser, the collective shadow many hide in, and the shadow people write from.
02 / The people
The people behind the message.
Eleven people from art, social media, psychotherapy, education, journalism and diplomacy lent the campaign their faces and voices, chosen for their credibility and closeness to the audience, not only their following.
Performance and art
Three artists gave the subject a form: in ballet, in performance, in an atelier.
Albina HuskićBallet dancerThrough ballet, she gave the power of words a physical form.
Ana-Marija TomićActress
Hanna DujmovićPainter and sculptor
Digital voices
People whose audiences live online, chosen to reach the younger followers most exposed to online violence.
Ilda BunjoFashion influencerHer post was the campaign's most shared on Instagram.
Mia KozoDigital creator
Kerim ČutunaActor
Expertise
A psychotherapist, a professor and a journalist on what digital violence does, and who answers for it.
Maja Misira-RašićPsychologist and psychotherapist
Adnan MuminovićProfessor and economist
Adis NadarevićJournalist
Diplomacy
Two diplomats said it in person: online violence happens everywhere, and answering it is a shared responsibility.
Åge Sandal MøllerAmbassador of the Kingdom of Denmark to Bosnia and HerzegovinaHe spoke for breaking the culture of silence around online abuse.
Anne-Marie van de StaaijDeputy Ambassador of the Kingdom of the Netherlands to Bosnia and Herzegovina
Each frame is the campaign artwork as it was published, lettering and partner marks intact. Select one to see it full size.
03 / Production
The reel, unfolded.
The campaign's final reel runs twenty-one seconds. Taken apart, it shows how one idea became a coordinated public campaign.
The cut
An opening montage, ten people in turn, then the end card. Each person holds the screen for about a second and a half.
Ten people appear in the final cut. Eleven took part in the campaign.
Moment 01 / 10
Select a moment to play it.
One system
Laid exactly on top of one another, the eleven published artworks blur into a single picture. Only the system stays sharp: the LED lettering and the partner strip, in the same place on every piece. The film ends on the same lettering.
Into public
- Mid-NovemberParticipants confirmed, with their availability, filming dates and locations. Each received detailed instructions and guidance in advance.
- Two formatsPhotographs built on the shadow, to hold the message in a single frame. Reels kept under a minute, to carry it as a story.
- ReviewA tactical plan set out the goal, caption, visual, purpose and reasoning of every post, and went to the Embassy for review and approval. The Embassy reviewed and coordinated campaign materials throughout; footage filmed during the campaign was delivered as it was finalised.
- 25 Nov to 10 DecOne post a day for sixteen days: eleven reels and five photographs.
- DistributionFacebook and Instagram, organic and paid. Paid promotion gave posts with lower organic reach more visibility.
- Beyond the planAdis Nadarević shared his campaign video on X. Adnan Muminović brought the campaign to young readers through his blog “Inkrementalno”. The Serbian podcast Njuznet took up the subject, carrying it beyond Bosnia and Herzegovina.
- accounts reached by paid promotion
- 453,498
- paid impressions
- 1,502,474
- average frequency
- 3.31
Paid promotion figures from the campaign report, Meta Accounts Center reporting.
04 / Results
The message travelled.
- views
- 2,023,918Facebook 1,352,322Instagram 671,596
- combined platform reach
- 1,086,083Facebook 420,821Instagram 665,262
- interactions
- 10,870Facebook 2.8KInstagram 8,108
- new followers
- 342Facebook 110Instagram 232
- 81.6% of Instagram interactions came from accounts that did not follow the page.
- 241 shares on Instagram for Ilda Bunjo's post, the campaign's most shared. Her reel was shared 210 times.
Figures as reported by SO.. for the campaign period, 25 November to 10 December 2025, from Facebook and Instagram. Views count plays, not people. Reach is the two platforms' figures added together, not deduplicated across them.
The screen goes dark. The responsibility doesn't.
- Client
- Embassy of the Kingdom of the Netherlands in Bosnia and Herzegovina
- SO..
- Campaign concept, participant coordination, photography and film, tactical plan and publishing schedule, paid promotion, reporting
- Context
- 16 Days of Activism against Gender-Based Violence, 25 November to 10 December 2025
#SadZnaš (“Now You Know”), the 2025 16 Days of Activism campaign on digital violence in Bosnia and Herzegovina, built by SO.. for the Embassy of the Kingdom of the Netherlands: eleven voices, sixteen days, one post a day.
- Client
- Embassy of the Kingdom of the Netherlands in Bosnia and Herzegovina
- Year
- 2025
- Views
- 2,023,918
- Combined platform reach
- 1,086,083
- Interactions
- 10,870
Challenge
Digital violence is fast, sophisticated and hard to see. The campaign had to make its consequences visible and speak to the people who write the messages, not only to victims and bystanders.
Approach
Shadows as the visual language, standing for anonymity, hidden responsibility and the consequences no one sees, carried by eleven participants from art, social media, psychotherapy, education, journalism and diplomacy, chosen for their credibility and closeness to the audience.
Outcome
2,023,918 views and 1,086,083 combined Facebook and Instagram reach (not deduplicated across platforms), with 10,870 interactions and 342 new followers, as reported for 25 November to 10 December 2025.