Title	THIS WAS LOUISE'S PHONE
Brand	VOO
Product/Service	VOO
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	AIR PARTNER OF MCCANN Brussels, BELGIUM
Idea Creation	AIR PARTNER OF MCCANN Brussels, BELGIUM

Name	Company	Position
Eric Hollander	Air Partner of McCann	Executive Creative Director
Dieter De Ridder	Air Partner of McCann	Creative Director
Joeri Van Den Broeck	Air Partner of McCann	Creative Director
Ramin Afshar	Air Partner of McCann	Creative
Greg Pin	Air Partner of McCann	Head of Digital Production
Maxime Van Santen	Air Partner of McCann	Digital Project Manager
Louise Cornet	Air Partner of McCann	Additional copywriting
Caroline Charles	Air Partner of McCann	Account Director
Daphné de le Vingne	Air Partner of McCann	Account Manager
Bérengère Lurquin	Air Partner of McCann	Agency Producer
Gunter Blokken	Czar	Director
Bieke De Keersmaecker	Czar	Post Production
Bruno Van Sieleghem	VOO	Marketing & Communication Manager
Erica Vanini	VOO	Advertising Manager
Dries Verbruggen	Studio Unfold	Scenography
Claire Warnier	Studio Unfold	Scenography
Dogstudio	Dogstudio	Web Design

The Campaign

VOO together with the national police turned a tragic loss into something meaningful: "The telephone of Louise" a virtual installation where youngsters could experience how impactful the messages were on the life of Louise. We created a physical installation consisting of 600 balloons, equal to the number of hate messages Louise received in just 5 days. With at the center Louise’s phone. Visitors are guided through the experience by the voice of Louise’s father, who recounts his daughter’s story Afterwards, visitors can take action against cyber bullying by signing a manifesto on the fundamental sense of respect for others online. The names of those signing then appear on the walls of the installation. Victims and witnesses of cyber bullying, in turn, will find all the necessary resources to successfully deal with this issue.

Execution

On the website visitors can explore a virtual installation that features 600 balloons, each of which displays a hateful message. These balloons symbolise text bubbles and illustrate the significant amount of messages Louise received in just 5 days. Visitors are guided through the experience by the voice of Louise’s father. The size of the installation reflects the messages’ violent nature, as well as the impact and gravity they can have on victims in real life. While making their way through the hundreds of messages, people come to understand the nightmare that victims of cyber bullying have to endure. Afterwards, visitors can take action against cyber bullying by signing a manifesto on the fundamental sense of respect for others online. The names of those signing then appear on the walls of the installation. Victims and witnesses of cyber bullying will find resources to deal with this issue.

The website was featured on different national news sites like Le Soir, RTBF, RTL and La Libre. After one week it attracted over 25.000 visitors and was liked and shared over 4.000 times on Facebook. For the national police we also created an offline VR experience they can use in schools during talks about cyberbullying. So youngsters can experience the consequences of cyberbullying first hand.

The Situation

Belgian telco provider VOO is aware that their internet and mobile services can be used for many great things but can also be abused. In the last years there have been many cases of cyber bullying with disastrous consequences. VOO wanted to show the general public and its clients that they take responsibilty as a brand and refuse to allow its services be put to bad use.

The Strategy

By creating a digital experience around a physical installation, the untangable aspect of cyber bullying becomes more tangible. Bullying is seen in different way. The size of the installation illustrates the messages’ violent nature, as well as the impact and gravity they can have on victims in real life. The website was targeted to different target groups: - Youngsters who (unwittingly) bully and don't see the implications of their actions. As they navigate through the installation and the hundreds of messages, they come to understand the nightmare that victims of cyber bullying have to endure. - Victims and witnesses of cyber bullying who will find all the necessary resources to successfully deal with this issue. - Parents in general so they will keep their eyes open to possible signs of cyber bullying and can act accordingly.