CYBERBULLYING: NOT OKAY

Short List
ClientNORWEGIAN DIRECTORATE FOR CHILDREN, YOUTH AND FAMILY AFFAIRS
Category B08. Use of Celebrity, Influencers & Key Opinion Leaders
TitleCYBERBULLYING: NOT OKAY
Product/ServicePREVENTING HATE SPEECH BETWEEN THE YOUNG POPULATION IN NORWAY
Entrant GEELMUYDEN KIESE Oslo, NORWAY
Idea Creation GEELMUYDEN KIESE Oslo, NORWAY
Media Placement GEELMUYDEN KIESE Oslo, NORWAY
PR GEELMUYDEN KIESE Oslo, NORWAY
Production GEELMUYDEN KIESE Oslo, NORWAY
Production 2 SANDE FREDIN Oslo, NORWAY
Production 3 PALOOKAVILLE Oslo, NORWAY
Additional Company SPLAY Oslo, NORWAY
Additional Company 2 BUFDIR Oslo, NORWAY
Credits
Name Company Position
Eva Sannum Geelmuyden Kiese Creative director
Kristoffer Hunstad Geelmuyden Kiese Art director / Creative
Haakon Forren Geelmuyden Kiese Advisor
Theis Roksvåg Pedersen Geelmuyden Kiese Copywriter / Creative
Mads Bergstrøm Geelmuyden Kiese Creative
Sigbjørn Holte Geelmuyden Kiese Director
Petter Herming Geelmuyden Kiese Account manager
Paal Nygård Geelmuyden Kiese Community manager
Amalie Olsen Splay Networks AS Influencer
Jonas Fredin Sande Fredin Developer
Hinda Fahre Palookaville Photographer

Why is this work relevant for PR?

We managed to engage an impossible target group (teenagers, 13-17-year olds) to take a stand against hate speech, and by doing that, we got national media coverage where the minister of education, the minister of children and equality, and the prime minister participated.

Background

Challenge: In Norway, 4 out of 10 girls have experienced sexually offensive hatred online. They communicate through closed groups in social media channels, where we don’t have access. Brief: What could a directorate do to influence 13-17 year olds to take a stand against cyberbullying?

Describe the creative idea

Hate comments stick to your body, even if it doesn't show. In Norway, 4 out of 10 girls have experienced sexually offensive hatred online. To engage Norwegian teenagers against cyberbullying, we launched a national campaign through a famous YouTuber: We decided to bring the hatred to life – by painting it on to her skin and giving the target group a chance to erase it through an interactive campaign site.

Describe the strategy

Target audience 1: 13-17 year old teenagers in Norway To reach out to an impossible target audience, we activated Norway´s most popular female Youtuber. Through her we spread our message to the target audience via her Youtube channel, Instagram profile, Facebook profile and Snapchat profile. She even made her own content with a "behind the scenes" movie that got enormous feedback by her fans. When the target group were done removing the words from Amalie´s body, we started the strategy to reach their parents and adults in Norway. Target audience 2: The parents While youngsters listens to influencers that are likeminded, parents listens to the authorities. So to reach out to the second target audience with power, we managed to get the prime minister to participate in the campaign movie. The movie launched on Facebook and the engagement ended up to be remarkable.

Describe the execution

By using a spokesperson for their generation, the Norwegian Youtube creative Amalie Olsen, BUFDIR managed to reach their target group. We searched through her social media profiles and collected the 20 most used hateful expressions she has received. A promo video led to a campaign site where youngsters could actively appeal by removing the words from Amalies body and express that sexually offensive hatred is not okay. Quickly, other popular influencers as well as regular people started to spread the message themselves – by creating their own content influenced by our campaign. Just as cyberbullying often happens under the radar of parents, the campaign happened without them even knowing about it. So, we told them. Or rather, the Prime Minister did. Since hate speech is a highly prioritized subject for our prime minister Erna Solberg, we managed to get her attention and participation in a Facebook-video aimed for the parents.

List the results

In a country of 5 million, half of the Norwegian population was exposed to the campaign through national and social media. Last but not least, we got the Minister of Education, the Minister of Children and Equality and the Prime Minister engaged in the movement. But most importantly, the campaign encouraged teenagers to spread the message themselves. On their own initiative, they started to share pictures with their faces and bodies painted under #notokay. 2.2 million social media reach. National media coverage to a value of 2.1 million. 41 press articles Youth campaign: 157.000 video views 900.000 total reach on Instagram 100.000 likes on Instagram 100.000 teenagers engaged in the campaign. The target group spent an average of 4.51 minutes on the campaign site. The videos made 6.4 times more engagement in the target group than other videos from Amalie. Parent campaign: 449.000 video views