| Title | DANCE AGAINST PREDATORS |
| Brand | AMBER ALERT EUROPE |
| Product/Service | ONLINE GROOMING AWARENESS |
| Category |
G04. Social Behaviour |
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Entrant
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INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
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Idea Creation
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INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
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Media Placement
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BEYOND.ONE Hamburg, GERMANY
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PR
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BEYOND.ONE Hamburg, GERMANY
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Production
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DAHOUSE AUDIO São Paulo, BRAZIL
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Credits
| Gabriel Mattar |
INNOCEAN Worldwide Europe |
European Chief Creative Officer |
| Ricardo Wolff |
INNOCEAN Worldwide Europe |
Executive Creative Director / Lyrics |
| Stefano De Luccia |
INNOCEAN Worldwide Europe |
Creative Director – Art Director |
| Jack Christensen |
INNOCEAN Worldwide Europe |
Creative Director – Copywriter |
| Ana Conrado |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Thomas Bengtson |
INNOCEAN Worldwide Europe |
Senior Copywriter |
| Rohan V. Fernandes |
INNOCEAN Worldwide Europe |
Copywriter |
| Laura Werneck Moura |
INNOCEAN Worldwide Europe |
Intern Art Director |
| Fernando Souza |
INNOCEAN Worldwide Europe |
Intern Copywriter |
| Paulina Gonzalez |
INNOCEAN Worldwide Europe |
Head of Capacity Management |
| Jonathan Hill |
INNOCEAN Worldwide Europe |
Client Service Director |
| Melanie McMillan |
INNOCEAN Worldwide Europe |
Account Director |
| Min Kyung Park |
INNOCEAN Worldwide Europe |
Senior Account Manager |
| Ichraq Sabbani |
INNOCEAN Worldwide Europe |
Junior Account Manager |
| Fabian Barz |
INNOCEAN Worldwide Europe |
Head of Production |
| Allison Markert |
INNOCEAN Worldwide Europe |
Senior Producer |
| Carlos Suárez |
INNOCEAN Worldwide Europe |
Editor - Motion Designer |
| Sophia Goerner |
INNOCEAN Worldwide Europe |
Head of Strategy |
| Serena Merletti |
INNOCEAN Worldwide Europe |
Senior Digital Strategist |
| Suzana Maranhão |
INNOCEAN Worldwide Europe |
Junior Strategist |
| Jeanette Okwu |
BEYOND.one |
Managing Director |
| Robin König |
BEYOND.one |
Senior Partnership Manager |
| Valeriia Mukhai |
BEYOND.one |
Social Media and Influencer campaign Manager |
| Lucas Mayer |
DaHouse Audio GmbH |
Lyrics / Composer / Music Producer |
| Brenda Mayer |
DaHouse Audio GmbH |
Singer |
Why is this work relevant for Media?
TikTok is currently one of the fastest growing social media platforms, with billions of mainly young users sharing their content on the platform. By using this platform for our campaign, we not only chose a media which resonates with our target audience, but also picked a media channel where online grooming occurs the most. Creating a campaign that set new standards for advertising on TikTok and the way brands or organizations approach their audiences on the platform.
Background
Online grooming has become an increasingly urgent topic. With an estimated 750.000 child groomers active online daily. And yet how online groomers approach their young victims is still widely unknown.
Describe the creative idea / insights (30% of vote)
To educate young audiences about the dangers of online grooming, we partnered with Amber Alert to write a love song that hid the five steps of online grooming in the lyrics. We then turned to influencers on TikTok to launch a dance challenge that like most dances, spread like wildfire. While the actual message of the dance was hidden at first, it was revealed on International Missing Children’s Day by local law enforcement.
Describe the strategy (20% of vote)
People dance for all kinds of reasons. To celebrate. To entertain. To laugh and to simply enjoy the moment – which is why dancing is a big part of what makes TikTok the go-to app for younger audiences. So, in order to approach a younger target group, we not only used a platform they’re already using, but also sent our message in a way that they would notice: through dance.
Describe the execution (20% of vote)
The main media used in the campaign was TikTok. Not only because it’s popular with younger audiences, but also because it’s one of the most important platforms when it comes to online grooming. In order to generate PR, we used creators and influencers on the platform to spread the dance. The dance was online for 24 hours until on International Missing Children’s Day we revealed our true message. Platforms like TikTok thrive on the unfiltered and direct connection between creators and viewers. Which is also one of the main reasons why platforms like TikTok are the perfect vehicle for online groomers to approach their victims. So in order to raise awareness of this problem, we used an approach that young audiences could relate to. Something that they’re familiar with and that they love to watch and share: dance challenges.
List the results (30% of vote)
The hashtag #checkbeforeyouchat reached over 5 million people in 25+ countries in just 24 hours, sparking a global discussion about online grooming with an estimated 4,7 million video views. It also inspired huge organizations such as Interpol to support the campaign on social media turning a viral dance into one that challenged predators on and offline.
Please tell us about the social behaviour that inspired the work
Platforms like TikTok thrive on the unfiltered and direct connection between creators and viewers. Which is also one of the main reasons why platforms like TikTok are the perfect vehicle for online groomers to approach their victims. So in order to raise awareness of this problem, we used an approach that young audiences could relate to. Something that they’re familiar with and that they love to watch and share: dance challenges.