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2019 One Show - Social Media

Raise your Voice. Not your Phone.

Agency FCB & Hellocomputer / Cape Town

Client Western Cape Government
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Annual ID

OS_SM19063M

About the Work

Problem: Bullying has reached an all-time high in schools across South Africa. And with many incidents filmed and shared online, students don’t realise you don’t need to beat somebody up to be a bully. Just posting it makes you complicit. The Western Cape Government wanted students to rather raise their voice and not their phones. Solution: We filmed a fake incident, and showed it to influential students from around the Province. After watching it, they were asked 5 questions, carefully constructed by child psychologists to change their perceptions for good. Then, to avoid suspicion, we enlisted the students to share the video with their peers on our behalf. At the end of the video, their peers were asked the same 5 questions in the form of a Buzzfeed style quiz. Prompting them to find out more about the bully. They were then given practical advice on how they should behave. Results: By speaking to only 10 students, we reached 13,5 million people. The video and questions are now being incorporated into the Western Cape school curriculum, as the message around bullying is finally being heard.