Title	BULLYING - IN VIRTUAL REALITY
Brand	UR (THE SWEDISH EDUCATIONAL BROADCAST COMPANY)
Product/Service	"DET HANDLAR OM DIG". TELEVISION SERIES ON THE SUBJECT OF BULLYING.
Category	C01. Use of Digital Platforms
Entrant	McCANN STOCKHOLM Stockholm, SWEDEN
Idea Creation	McCANN STOCKHOLM Stockholm, SWEDEN

Name	Company	Position
Per-Olof Lundgren	McCann Stockholm	Copywriter

The Campaign

It’s hard to ignore someone else’s reality when it becomes your own. So lets bully as many as possible. Using virtual reality we produced a tool that makes bullying impossible to ignore. No matter who you are. To promote it we invited some of the most influential people in Sweden to experience the everyday reality of a bullied kid. Through virtual reality a new and shocking perspective of bullying was made available for everyone.

Campaign Success

We created one main campaign carrier to spark awareness and curiosity with the purpose to be emotionally strong that people would share. But not showing too much of the virtual reality experience, instead focusing on people's reactions when being exposed to bullying. We created one “behind the VR-glasses” film to give interested people a more depend understanding of the experience. Via YouTube 360, Facebook 360 or via an app SVT360, we launched the virtual reality experience as a 360-solution for people to try the experience themselves. The platform for the campaign was UR’s Facebook page since the budget was extremely small. The campaign components were also distributed on YouTube. All campaign components were launched the first day of the campaign and the media budget was executed one day after. The campaign started 6th of April and ran throughout two weeks.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 20% reach of the Swedish population in 4 days with a media budget of €400. - 244 000 people volunteered to be bullied in VR. - Teachers are requesting the project to be integrated into the school curriculum. – 17% Engagement rate

Explain why the method of promotion was most relevant to the product or service

With use of virtual reality UR could offer a new perspective on bullying. And by doing so, making bullying available for everyone, not only people being victims for bulling. It has influenced the discussions around bullying in schools, on social platforms and among teachers. This activation has given UR a voice in the public room of bullying making them relevant, modern and bold in the yes of consumers and teachers. This campaign has been the most successful campaign ever for UR in the perspective of social engagement, reach and engagement among teachers.

Bullying is something that all people can relate to. Young and old. Bullied and bullies. In that way, our potential target audience is very broad and we wanted to keep it that way. Having said that, we did have sub-audiences that we wanted to pinpoint in particular (teachers and educational decision makers). We selected influencers that's been active in bullying-related issues before. We ended up with a mix of bloggers, TV celebrities and athletes with big social networks. In addition to give the influencers a real experience of bullying, we had a second motive when choosing the VR technique. The newsworthiness of bullying itself is zero. We all know bullying exist. But to add the tech-level to the project, we reached tech and trend magazines, we opened up peoples’ eyes to this amazing technique that can be useful in many educational ways in the future.