| Title | WORDS CAN SAVE |
| Brand | KASPESKY LAB |
| Product/Service | KASPESKY LAB |
| Category |
A02. User experience |
|
Entrant Company
|
POSSIBLE HUNGRY BOYS Moscow, RUSSIA
|
|
Advertising Agency
|
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 |
Creative Execution
It is an interactive portal which highlights the signs and problems associated with cyberbullying.
By accessing the website, users are invited to meet and communicate with two characters, via their smart phone or by means of voice recognition.
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.
After 1 month %
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
Cyberbullying is using the Internet and gadgets for publishing or sending content that is meant to hurt another person. According to the world statistics, 25% of teenagers participated in cyberbullying as offenders more than once, while 70% of teenagers suffered from online threats at least once. The problem has only been recently recognized in some countries including Russia, so it is necessary to attract audience’s attention to it as much as possible.
Most of adults do not know that their children or students are being cyberbullied, while children have no idea how to tell them about it. The absence of proper communication leads to consequences like serious psychological problems, depression and even suicide. But sometimes just a couple of words can comfort children and change their mind. The project focuses at importance of such support.