Category B01. Social Engagement
Media Placement BEYOND.ONE Hamburg, GERMANY
Production DAHOUSE AUDIO São Paulo, BRAZIL
Name Company Position
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 Managing Director
Robin König Senior Partnership Manager
Valeriia Mukhai 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 PR?

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 PR channel that resonates with our target audience, but also picked a channel where online grooming occurs the most. Creating a campaign that set new standards for advertising on TikTok and the way the platform is used for PR purposes.


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 (20% 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 PR strategy (30% of vote)

When it comes to PR strategy, we based everything around the insight that not only our target audience, but also most online groomers are active on TikTok. So spreading our message there would not only educate potential victims, but also make a statement towards online groomers that feel safe and anonymous on the platform. The main asset we used was a short clip that introduced the song that was created for the campaign along with a dance that included the 5 steps of online grooming.

Describe the PR 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. To generate PR, we used creators and influencers on the platform to spread the dance. The dance was online for 24 hours until on Missing Children’s Day we revealed our true message.

List the results (30% of vote)

With very limited budget 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. Delivering a strong message that drove PR all around the world.