|Title||A FEARLESS WORLD|
|Brand||SAVE THE CHILDREN|
|Product/Service||ORA DE NET (ANTI-BULLYING PLATFORM) |
||B02. Non-profit / Foundation-led Education & Awareness|
SALVATI COPIII ROMANIA Bucharest, ROMANIA
KUBIS INTERACTIVE Bucharest, ROMANIA
||Group Creative Director
||Senior Art Director
||Group Account Director
||Head of Strategy
||Social Media Manager
||Chief Technology Officer
||Senior Front-End Developer
||Director Of Photography
||Editor & Photographer
Why is this work relevant for Direct?
In psychotherapy, dolls are often used for children to discuss sensitive subjects without feeling guilty or afraid. In order to get closer to those experiencing cyberbullying, Save the Children foundation introduces The Fearless Dolls - a special figurine collection where each character portrayed a real reason why most kids are cyberbullied.
The models we used for the 3D printed dolls were 5 Romanian influencers who were also cyberbullied for the same reasons when they were kids. We created this collection so that our audience would give their fear a shape and the courage to face it.
According to Save the Children 2019 research: 54% of 12-17 y.o audience, whose “online life“ is a consistent part of their personality, are hugely exposed to cyberbullying.
Even more, 30% of them mentioned that they received an unappropriated online message from strangers/unfamiliar people (a consistent increase from 21% in 2018).
The situation is even worse when our audience was questioned about their coping strategy: 66% declared they don’t know how to react under these circumstances and 40% prefer to ignore the content of these cyberbullying messages.
Our anti-cyberbullying campaign addressed two important objectives:
1. To obtain at least 1000 support messages during campaign addressed to our dolls that represented the pretext of the communication
2. To increase with 50% the number of calls at the NGO helpline (a highly qualitative indicator, as the average length of a conversation is around 30 minutes) during the campaign vs the previous period.
Describe the creative idea (30% of vote)
IDEA: THE FEARLESS DOLLS COLLECTION
We invited 5 influencers to share their stories about the moments when they were cyber/bullied and asked for help in order to fight back the FEAR feeling.
Inspired by their stories we created from scratch five unique 3D dolls that represent their cyber/bullying experience during their teenage time.
These experiences were also narrated by each of them in emotional video-series with a clear take out:“Ask for help and share your emotional obstacles so you can overcome them. Because you are not alone.”
As a way to create a feeling of connection, our audience was invited to send on www.farafrica.ro encouragement and support messages to the 3D influencer-dolls
Moreover, we produced a limited edition named THE FEARLESS DOLLS COLLECTION
and our audience could earn some of them as a giveaway, based on the support message itself.
Describe the strategy (20% of vote)
INSIGHT: PERSONAL EMOTIONAL SCARS MAKE EACH INDIVIDUAL UNIQUE & BEAUTIFUL.
Our main barrier was how to address the cyberbullying phenomenon in a way that might influence our audience to speak up about their feelings. We started from two universal truths
- teens validation is checked in social media world where some specific types of heroes lead the way and make the success rules.
- their heroes are people as musicians, influencers or vloggers with a consistent presence in social media, which are perceived as fearless and successful, perfect in all aspects.
But beyond their idols’ fruity & full of flavor image, they have personalities that were shaped by feelings and emotional moods experienced during their teenage era. Back then, these influencers were just regular kids with day-by-day fears and weaknesses.
Therefore, our approach was to build the campaign around intriguing influencers’ intriguing stories about cyberbullying effects
Describe the execution (20% of vote)
The campaign core was our website www.farafrica.ro that hosted the influencers’ video stories and their 3D dolls.
A TikTok activation, the first one made by a Romanian brand, amplified our message: the challenge was started by one of our influencers that has gone through a personal tough cyber/bullying story and that started the #farafricapenet (#fearlessoninternet) movement on TikTok. She used as a background song the empowering “You are beautiful” by Christina Aguilera and started a social conversation around the bullying issue.
We registered 6.9 million video views, 459 videos in response and over 12% direct engagement (total of interactions, comments and shares). Our collaboration with TikTok had no media and no production budget.
With only 500 euro available (from a Facebook media Grant invested in the ONGs Facebook page) to boost our campaign, but the right mix of influencers, we created an organic vivid presence for our campaign.
List the results (30% of vote)
1. To obtain at least 1000 support messages for our dolls.
Objective: 1000 messages addressed by kids to their favorite influencer’s 3D Doll on www.farafrica.ro
Obtained: 4090 and they are still going up
Objective reached: 409%
Source: *all data farafrica.ro, oradenet.salvaticopiii.ro traffic data, Salvati Copiii support line, June 2019 - March 2020
2. To increase with 50% the number of calls at the NGO helpline (a highly qualitative indicator, as the average length of a conversation is around 30 minutes) during the campaign vs the previous period. (Nov’19-March’20 vs Jun-Oct ’19)
Benchmark: 110 calls*
Obtained: 330 which means around 10,000 minutes of conversations.
Objective reached: 200%