TERMS AGAINST BULLYING

Short List
TitleTERMS AGAINST BULLYING
BrandTERMS AGAINST BULLYING
Category B01. Mobile Websites
Product/ServiceHTTPS://TERMSAGAINSTBULLYING.COM/
Entrant WHITE RABBIT Budapest, HUNGARY
Idea Creation WHITE RABBIT Budapest, HUNGARY
Production MONSTER FILMS São Paulo, BRAZIL
Post Production CANJA AUDIO CULTURE Curitiba, BRAZIL
Credits
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.