Season 3 - Episode 5

As a content creation studio and purpose-driven ad agency, we understand the power of relatable and thought-provoking storytelling to tackle difficult conversations and change minds, hearts and behaviour. In our promotional messaging for Episode 5, “Sexual Harassment,” from Season 3 of the YouTube content series Under the Microscope, we issued a clear trigger warning, as the episode confronts the harsh and disturbingly common realities of sexual harassment in both digital and physical spaces, and how it was totally normalised in our society, up until very recently. Thanks to the #MeToo campaign. 

This season, which focused on men’s mental health and gender-based violence, was one of the most emotionally charged projects we have worked on. As content filmmakers and videographers, it was creatively and emotionally demanding to find a tone that balanced sensitivity with the cold hard facts of the violent abuse of women. But we remained steadfast in our approach and to our creative strategy: using humour as a bridge to build emotional connection, to disarm and open up space for meaningful dialogue. Comedy, when done with care, can be a powerful catalyst for truth and understanding.

Dr Riaad Moosa, our host for the series, was instrumental in achieving this balance. His intelligent, warm, and witty comedic style, combined with expressive delivery and the sharp writing by the Iron Heart team, allowed us to introduce difficult themes without overwhelming the viewer. 

The video content was designed for wide reach across YouTube advertising and social media advertising, ensuring that our message was accessible, shareable, and deeply resonant with both men and women. Audiences didn’t just consume the content – they engaged with it, commented, and started conversations. This episode achieved the highest Clickthrough Rate (CTR) – proving it’s a topic that people don’t want to shy away from, but instead openly wanted to confront and discuss.  

By combining strategic behavioural insight, creative video storytelling, and platform-specific delivery, this campaign showed how marketing can be both meaningful and measurable. It’s a prime example of what happens when creative direction is rooted in empathy, authenticity, and a genuine desire to shift culture.

If your brand or organisation is seeking a social marketing agency or content partner that understands how to create content that educates, entertains, and makes a difference, Iron Heart is ready to help. Because we don’t make content for content sake. We create content that kickstarts conversations online, at family get-togethers and office kitchens.