| Title | WORDS CAN SAVE |
| Brand | KASPESKY LAB |
| Product/Service | KASPESKY LAB |
| Category |
A09. Original Branded Digital or Social media |
|
Entrant Company
|
POSSIBLE HUNGRY BOYS Moscow, RUSSIA
|
|
Contributing Company
|
POSSIBLE HUNGRY BOYS Moscow, RUSSIA
|
|
Production Company
|
VGNC New York, USA
|
Credits
| Vlad Sitnikov |
Hungry Boys |
Creative Director |
| Valery Volchentsky |
Hungry Boys |
Copywriter |
| Agunda Baeva |
Hungry Boys |
Account Director |
| Pavel Okishev |
Hungry Boys |
Agency Producer |
| Sergey Andronov |
Hungry Boys |
Art Director |
| Alyona Shakirova |
Hungry Boys |
Pr |
The Campaign
We have analyzed the problem and have consulted with professional psychologists. It turns out that the main problem is simple - adults do not know anything about cyberbullying and do not know how to recognize the problem their own child
Words can Save is an interactive portal which highlights the signs and problems associated with cyberbullying. It has been developed to raise awareness of the issue and demonstrate how important words can be for any child or teenager experiencing this invisible menace.
By accessing the website, users are invited to meet and communicate with two characters, Kate and Mike, via their smart phone or by means of voice recognition.
Participants interact with the children to establish their background story.
Both children are victims of cyberbullying by their peers. Their lives are at stake and they have thoughts about harming themselves.
The user’s goal is to persuade them not to give up on life and the results of their efforts can then be shared via social networks to educate others.
On the website, the user can learn facts about cyberbullying and watch two video stories of a child and a teenager that have become victims of cyberbullies and are about to commit a suicide. After that, the user is offered to prevent the character from making a terrible decision by comforting them with words either using a microphone or a smartphone. When the task is performed successfully, the video with a happy ending of the story is shown. When not, the user can share the page in social networks inviting others to help the character or have another try.
1 month after we have launched a campaign :
0% spent on media
About 40 000 unique visitors of the site
Over 60 mentions in global media
960 000 words said people over the world for saving Kate and Mike
Words Can Save is a social interactive project that shows adults how serious the problem of cyberbullying is nowadays. To attract the attention of adults and show them the essence and importance of the problem, we did a project that does not hide the most important and shows what happens if you ignore the problem: our heroes Kate and Mike are ready to commit suicide.
We are working with the media and attract professional communities, as well as promoting a campaign in social networks, which has already produced the first results of a let 2 weeks after the start of the campaign