Title	#OFF4ADAY
Brand	SAMSUNG ELECTRONICS ITALIA SPA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	E01. Use of Integrated Media
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY
PR	BURSON-MARSTELLER Milan, ITALY
PR 2	MERIDIAN COMMUNICATIONS Milan, ITALY
Production	BLOOMPIX Milan, ITALY
Production 2	SEVIAL-MOTION GRAPHIC DESIGN Milan, ITALY
Production 3	SQUEO EDITOR London, UNITED KINGDOM
Additional Company	MOIGE Rome, ITALY

Name	Company	Position
Francesco Bozza / Alessandro Antonini	Leo Burnett Company Srl	Executive Creative Directors
Marco Viganò	Leo Burnett Company Srl	Creative Director
Giulia Papetti	Leo Burnett Company Srl	Art Director
Anita Giavoni Merlin	Leo Burnett Company Srl	Copywriter
Aldo Gemma	Leo Burnett Company Srl	Digital Designer
Raffaella Ramondetti	Leo Burnett Company Srl	Social Media & Content Manager
Gaia Fusaro	Leo Burnett Company Srl	Agency Producer

The Campaign

To break the silence of the victims of cyberbullying, Samsung Electronics Italia creates the first dedicated instant messaging helpline based on the same tools that spread cyberbullying, in collaboration with a team of psychologists and Italian State organizations. The operators team includes expert and qualified psychologists, and the service is available Monday to Saturday from 14.00 to 20.00. Minors and parents can text the toll-free number 393.300.90.90 if they are in trouble and concerned about a situation they cannot cope with or manage.

Creative Execution

To launch the instant helpline and make italians aware of it, Samsung Electronics Italia gave up for a whole day to all its communication channels over the Italian territory, to highlight the worst consequences that cyberbullying could provoke to teenagers. On October 19, 2015, Samsung turned off all its media power: Samsung building, all billboards, all the digital billboards and all the newspapers over the Italian territory, all the outdoors, all Samsung devices inside the points of sale, all the Samsung media spaces into italian airports and the radio. Online, Samsung turned off its website homepage, all product banners and all its brand accounts on social networks: Facebook. Instagram, Twitter, Youtube and Linkedin. The campaign has created a strong social interest and millions of people turned off the profile picture of their personal accounts on the social networks, as Samsung did, giving great visibility to the new helpline.

The campaign changed the behaviour of the teenagers and their parents because the helpline received 2.000 help requests in the first 24h only; 40 millions of media impressions to OFF4aDAY; Google search interest on the word cyberbullying +60%; about 50 VIP and influencers spontaneously supporting Off4aday; Both the Presidents of Culture and Education Commissions, Chamber of Deputies and Senate tweeted the hashtag #OFF4ADAY, that became trend topic of the month. In 24h Samsung Facebook page has obtained 5K new fans; from Public affairs perspective, 4 ministers, the Pediatric centre of Fatebenefratelli hospital, Italian Bank Association and Milan State University have asked Samsung Electronics Italia to explore possible synergies; to support the turning off, Samsung’s employees made a video that has been elected as the most engaging video of the week.

Samsung renounced for a whole day to all its communication channels and turned off all its media power, online and offline, to highlight the worst consequences that cyberbullying could cause to teenagers. The campaign achieved greater visibility thanks to the use of the product communication power; also the screens of the devices in the stores turned off to highlight the message: If you are a victim of cyberbullying or if you want to know more, text to 393.300.90.90 .

Insights, Strategy and the Idea

Today’s teenagers are the first generation to use technology to bully each other. Today’s parents are the first who have needed to learn how to address this issue with their children. The general trend observed sees the role of victims attributed to girls (55.9% of the victims via the mobile phone and 56.1% via the Internet), and the role of bullies attributed to boys (64% via the mobile phone and 64.6% via the Internet) (Genta, Brighi, Guarini, 2009). Samsung, as a technological provider, took a strong commitment against a problem that affects 1 third of the Italian teens, giving them and their parents the possibility to ask for help and to know more about the risks connected to the improper use of technology: If you are a victim of cyberbulliyng or if you want to know more, text to 393.300.90.90