Title	TERMS AGAINST BULLYING
Brand	TERMS AGAINST BULLYING
Product/Service	HTTPS://TERMSAGAINSTBULLYING.COM/
Category	B01. Mobile Websites
Entrant	WHITE RABBIT Budapest, HUNGARY
Idea Creation	WHITE RABBIT Budapest, HUNGARY
Production	MONSTER FILMS São Paulo, BRAZIL
Post Production	CANJA AUDIO CULTURE Curitiba, BRAZIL

Name	Company	Position
Istvan Bracsok	White Rabbit Budapest	Chief Creative Officer
Levente Kovacs	White Rabbit Budapest	Chief Creative Officer
Andre Felix	-	Creative Director
Luis Paulo Gatti	-	Creative Director / Art Director
Andre Nunes Bueno	White Rabbit Budapest	Associate Creative Director
Daniel Bensusan	-	Copywriter
Rafael Bornacina	-	Copywriter
Marcos Mendes Tanaka	White Rabbit Budapest	Senior Art Director
Kaue Barbosa	-	Art Director
Shuzhan Yu	-	Illustrator
Felipe Scalice	-	Web Developer
Lee Monteiro	-	Web Developer
Allan Souza	-	Web Developer
Wallace Nery	-	Web Developer
Levente Balint	White Rabbit Budapest	Client Service Director
Beata Stumpf	White Rabbit Budapest	Account Director
Antonio Gonçalves	White Rabbit Budapest	Account Manager

Background

Cyberbullying has been a growing problem lately. A recent study has suggested that bullied teenagers are three times more likely to commit suicide. In Europe – where cyberbullying is punishable by imprisonment – the situation is severe: victims are still discredited, or afraid to report it. But bullies are free to use their smartphones as a weapon to spread hatred, especially on WhatsApp, which is a popular platform of conversation for youngsters. Unfortunately, due to its indestructible, end-to-end encryption WhatsApp has turned into a safe haven for bullies to act.

Describe the creative idea

We created www.termsagainstbullying.com, a website that allowed victims to anonymously report the aggressors number to his mobile provider - based on the fact that every mobile provider has an anti-violence clause in their "Terms & Condition" which says that anyone using the service for bullying will, by law, have their contract cancelled.

Describe the strategy

We had a shocking discovery, that no one had realized before: that every mobile provider has an anti-violence clause in their "Terms & Condition". It informs costumers that anyone using the service for bullying will, by law, have their contract cancelled. So we teamed up with nine universities in Portugal, and created www.termsagainstbullying.com, a website that allowed victims to anonymously report the aggressors number to his mobile provider.

Describe the execution

We analyzed more than 157 mobile providers' contracts in Europe. We crossed data with our mobile recognition system, and made these contracts available on our platform. The site also explained the many different forms of cyber harassment, from stalking and fake profiling to trolling and outing.

List the results

Since the launch of the campaign more than 60 countries have signed up to the projects, and more than 21.000 individual reports have been filed for cyberbullying, while the campaign has earned 20M US dollar worth of media impression, and reached 360M people worldwide.