| Title | #TALKABOUTHATE |
| Brand | LANDSKRONA STAD |
| Product/Service | #TALKABOUTHATE |
| Category |
A07. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
GARBERGS MALMÖ, SWEDEN
|
|
Idea Creation
|
GARBERGS MALMÖ, SWEDEN
|
Credits
| 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.
Execution
The initiative was launch with a pressconference 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 webb sites (the police, the city, the schools).
Over 4,6 million media impression (the city only has 40.000 inhabitants).
Over 2.000 parents signed up for the service (total target group was 10.000 people)
A number of other cities has also join the initiative.
The Situation
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.
The initiative was picked upp by national media and had a reach of 4.600.000 contacts
The Strategy
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.