Title	#TALKABOUTHATE
Brand	LANDSKRONA STAD
Product/Service	#TALKABOUTHATE
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	GARBERGS MALMÖ, SWEDEN
Idea Creation	GARBERGS MALMÖ, SWEDEN

Name	Company	Position
Malin Wikerberg	Garbergs Malmö	CD
Malin von Werder	Garbergs Malmö	CD
Alexandra Engblom	Garbergs Malmö	PR Strategist
Olivia Sunesson	Garbergs Malmö	Production Manager
Klas Oskarsson	Garbergs Malmö	CEO
Figge Wassberger	Garbergs Malmo	Motion Graphic Designer

The Campaign

With the aim of encouraging parents to truly engage in their child's day-to-day digital life, We launched the Talk About Hate initiative. The initiative offered parents the opportunity to sign up to receive harassing text messages for one week, directly to their mobile phone. Because, in order to really understand how it feels – you have to experience it for yourself. The text messages delivered were based on authentic messages received by vulnerable school children.

Creative Execution

The initiative was launch with a press conference where the city officials declared that they were going to send offensive text massages to parents. A website was launched where the parents could sign up for the service and also find information about what you could do as a parent to prevent cyberbullying. The information was also distributed trough official channels such as schools and official websites (the police, the city, the schools).

Results

Over 4,6 million media impression (the city only has 40.000 inhabitants). Over 2.000 parents signed up for the service A number of other cities has also join the initiative.

To make a stand against cyberbullying the city of Landskrona is introducing the initiative #snackaomhat meaning “talk about hate”. The goal of the initiative is to make parents more aware of what their children are actually doing in the digital world. To do so an SMS function that sends out harassing messages was created. By signing up with their phone numbers the users receive these messages directly to their phones and will that way really feel what it is like to be cyber bullied.

Data: In a survey of children and young people living in the municipality, it emerged that parents did not understand how exposed their children can be online. Target Audience: 10.000 parents to school children in the city of Landskrona Approach: Make the parents experience how it feels for them selves. Call to action: Text message service with authentic internet hate messages.