| Title | #OFF4ADAY |
| Brand | SAMSUNG ELECTRONICS ITALIA SPA |
| Product/Service | SAMSUNG CONSUMER ELECTRONICS |
| Category |
B04. Business Citizenship / Corporate Responsibility & Environmental |
|
Entrant
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LEO BURNETT ITALY Milan, ITALY
|
|
Idea Creation
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LEO BURNETT ITALY Milan, ITALY
|
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PR
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BURSON-MARSTELLER Milan, ITALY
|
|
PR 2
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MERIDIAN COMMUNICATIONS Milan, ITALY
|
|
Production
|
BLOOMPIX Milan, ITALY
|
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Production 2
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SEVIAL-MOTION GRAPHIC DESIGN Milan, ITALY
|
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Production 3
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SQUEO EDITOR London, UNITED KINGDOM
|
|
Additional Company
|
MOIGE Rome, ITALY
|
Credits
| Francesco Bozza / Alessandro Antonini |
Leo Burnett Company Srl |
Executive Creative Directors |
| Marco Viagnò |
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.
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, online and offline. V.I.P., youtubers and influencers have received a kit with all informations and materials to support #OFF4aDAY. 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 and the influencers 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; more than 50 V.I.P. and web influencers spontaneously supporting Off4aday; 40 millions of media impressions to OFF4aDAY; Google search interest on the word cyberbullying +60%; 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.
The Situation
As a technological provider, 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. V.I.P., influencers and famous youtubers have supported the campaign in a voluntary way. TV channels and web magazine have talked spontaneously about the campaign because of its social purpose.
The Strategy
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