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Category
Innovation
Annual ID
ADC_INT21_053M
About the Work
BACKGROUND
Cyberbullying has been a growing problem lately. A recent study has suggested that bullied teenagers are three times more likely to commit suicide. In Europe – where cyberbullying is punishable by imprisonment – the situation is severe: victims are still discredited, or afraid to report it. But bullies are free to use their smartphones as a weapon to spread hatred, especially on WhatsApp, which is a popular platform of conversation for youngsters. Unfortunately, due to its indestructible, end-to-end encryption WhatsApp has turned into a safe haven for bullies to act.
STRATEGY
We had a shocking discovery, that no one had realized before: that every mobile provider has an anti-violence clause in their "Terms & Condition". It informs costumers that anyone using the service for bullying will, by law, have their contract cancelled. So we teamed up with nine universities in Portugal, and created www.termsagainstbullying.com, a website that allowed victims to anonymously report the aggressors number to his mobile provider.
EXECUTION
We analyzed more than 157 mobile providers' contracts in Europe. We crossed data with our mobile recognition system, and made these contracts available on our platform. The site also explained the many different forms of cyber harassment, from stalking and fake profiling to trolling and outing.
RESULTS
Since the launch of the campaign more than 60 countries have signed up to the projects, and more than 21.000 individual reports have been filed for cyberbullying, while the campaign has earned 20M US dollar worth of media impression, and reached 360M people worldwide.
Cyberbullying has been a growing problem lately. A recent study has suggested that bullied teenagers are three times more likely to commit suicide. In Europe – where cyberbullying is punishable by imprisonment – the situation is severe: victims are still discredited, or afraid to report it. But bullies are free to use their smartphones as a weapon to spread hatred, especially on WhatsApp, which is a popular platform of conversation for youngsters. Unfortunately, due to its indestructible, end-to-end encryption WhatsApp has turned into a safe haven for bullies to act.
STRATEGY
We had a shocking discovery, that no one had realized before: that every mobile provider has an anti-violence clause in their "Terms & Condition". It informs costumers that anyone using the service for bullying will, by law, have their contract cancelled. So we teamed up with nine universities in Portugal, and created www.termsagainstbullying.com, a website that allowed victims to anonymously report the aggressors number to his mobile provider.
EXECUTION
We analyzed more than 157 mobile providers' contracts in Europe. We crossed data with our mobile recognition system, and made these contracts available on our platform. The site also explained the many different forms of cyber harassment, from stalking and fake profiling to trolling and outing.
RESULTS
Since the launch of the campaign more than 60 countries have signed up to the projects, and more than 21.000 individual reports have been filed for cyberbullying, while the campaign has earned 20M US dollar worth of media impression, and reached 360M people worldwide.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
White Rabbit Budapest / Budapest
Production Company
Monster Films / São Paulo
Music / Sound Production Company
Canja Audio Culture / Curitiba
Art Director
Kauê Barbosa
Luis Paulo Gatti
Shuzhan Yu
Associate Creative Director
Andre Nunes Bueno
Chief Creative Officer
Istvan Bracsok
Levente Kovacs
Creative Director
André Felix
Luis Paulo Gatti
Creative Technologist
Wallace Nery
Illustrator
Shuzhan Yu
Senior Art Director
Marcos Mendes Tanaka
Strategic Creative Director
Jim Seath
Account Director
Beata Stumpf
Account Manager
Antonio Goncalves
Client Services Director
Levente Balint
Web Developer
Allan Souza
Felipe Scalice
Lee Monteiro
Wallace Nery
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