The premiere of Spiking

Spiking is a new type of crime in Kazakhstan that is rarely talked about. Victims often stay silent, and their stories are drowned out by the constant flood of entertainment content. The problem remains in the shadows. But what if this crime were talked about as loudly as the release of a blockbuster movie?

Speye, a social project addressing the issue of spiking, announced the premiere of a film “SPIKING”. A famous director, a star-studded cast, a major production studio. Posters and trailers created the feeling of a real movie premiere at one of the country’s biggest cinema chains.

Media representatives, including major TV channels, were invited to the screening. Instead of a feature film, the audience saw a short but cinematic commercial – a powerful and metaphoric portrayal of the crime. After the premiere, an open dialogue on spiking took place.

In one month, the campaign reached 2.3 million people through online and offline channels. The video was viewed over 500,000 times and generated 350,000 reactions. Coverage included nine media outlets and a national TV. But most importantly, the word “spiking” once unknown, became the #1 search term on Google and Yandex in Kazakhstan.

Release date: 19.03.2025

Media channels: TV, digital news outlet, social media