金旗案例

2018金旗奖候选案例:Cyberbullying: Not Okay

作者:17PR 2018-09-21 10:52:29

Project name: Cyberbullying: Not Okay

Time of execution:2018

Company name: The Norwegian Directorate for Children, Youth and Family Affairs (Bufdir)

Brand name: #ikkegreit

Agency: Geelmuyden Kiese

Category:Overseas Communication

  


Project Summary:

  

Not Okay is a campaign towards teenagers that managed to put cyber bullying on the national agenda, leading to considerable participation from three national ministers, including the Prime Minister of Norway.

  

The core insight was: Hateful comments stick to your body, even if it doesn’t show.

  

We decided to bring these words to life.

  

By using a spokesperson for their generation, the Norwegian Youtube creator Amalie Olsen, Bufdir managed to reach their target group where adults have no access. On top of that, the campaign itself demonstrated to the parents how online hate speech happens completely under their radar.

 

Our brief:

  

What can a directorate do to influence 13-17 year olds to take a stand against cyberbullying?

  

With a limited budged, and limited access to the target group, we needed to think differently.

  

Related Research:

  

In Norway, 4 out of 10 girls have experienced sexually offensive hatred online. Since teenagers communicate through closed groups and private channels on social media, neither their parents nor the public have access to their online social life.

  

And a directory like Bufdir? They are definitely not a part of this conversation.

  

By using a spokesperson for their generation, the Norwegian Youtube creator Amalie Olsen, Bufdir managed to reach their target group. We searched through Amalies social media profiles and collected the most used hateful expressions she has received. From this, we created the campaign: the hate was painted on her body.

  

Project Planning:

  

Planning how to reach teenagers in todays diverse media landscape, was the main challenge.

  

We launched the campaign through Amalie's own channels, with a video she created herself, talking about the initiative and her experience with the photo shoot for the website, and the film shoot where she walked through the streets of Oslo full of hate-words painted on her body. Her followers were led to the campaign site, where they could share the extensions mainly in closed groups in their preferred social media. The message spread quickly, also by the help from several other famous influencers that on their own started to paint hate words they’d received on their body, posting pictures in their channels tagged with #notokay. All this involvement happened under the adult radar. After a week in which over 100,000 children and young people had engaged in different ways, an important premise was laid for the next phase of the campaign: The invocation was conducted in the core target group, mainly without adults knowing about it. This showed the main point in the message to the adults: If this campaign could go under your radar, so can all the hate that young people are exposed to daily.

  

At the end of the campaign period, Bufdir launched their website with advice on hateful expressions at a national conference of hate speech, and took our youtuber Amalie along on a school tour that created media coverage, as she is a major star in this target group. Together with the minister, she told the story about the youth movement, and created massive media coverage.

  

Implementation: 

  

Part 1: The teenagers

  

By using a spokesperson for their generation, the Norwegian Youtube creator Amalie Olsen managed to reach their target group.

  

A promo video and Amalie´s own video-blog led to a campaign page where youngsters could actively appeal by removing the words from Amalie´s body and express that sexually offensive hatred is not okay.

  

Little by little, the hatred disappeared on her body, and within a week, 40 percent of the target group engaged in the campaign. Many of them by sharing the message on social media – mainly in their private chats and groups.

  

Quickly, other popular influencers as well as regular people started to spread the message themselves – by creating their own content influenced by our campaign.

  

Execution Part 2: The parents

  

Just as cyberbullying often happens under the radar of parents, the campaign happened without them even knowing about it. So, we told them. Or rather, the Prime Minister did. Since hate speech is a highly prioritized subject for our prime minister Erna Solberg, we managed to get her attention and participation in a Facebook-video aimed for the parents.

  

Results: In a country of 5 million, half of the Norwegian population was exposed to the campaign through national and social media. Last but not least, we got the Minister of Education, the Minister of Children and Equality and the Prime Minister engaged in the movement. But most importantly, the campaign encouraged teenagers to spread the message themselves. On their own initiative, they started to share pictures with their faces and bodies painted under #notokay.

  

Project Assessment: 

  

Through the campaign we achieved the following impact:

  

50% of the population was exposed to the campaign through media

  

40% of the target group (13 to 17-year olds) were engaged in the campaign.

  

Average time spent on campaign site was 04.51 minutes

  

2.2 million reached on social media (Norway has 5 million inhabitants)

  

41 press articles

  

Youth campaign:

  

157.000 video views

  

900.000 total reach on Instagram

 

100.000 likes on Instagram

  

100.000 teenagers engaged in the campaign

  

The target group spent an average of 4.51 minutes on the campaign site. The videos made 6.4 times more engagement in the target groups than other videos from Amalie.

  

Parent campaign: 449 000 views.

  

Project Highlights:


By combining skills, knowledge and creativity, we managed to engage an impossible target group against hate speech.

  

Prime Minister Erna Solberg, Minister of Education Torbjorn Roe Isaksen, Minister for Chrildren and Equality Solveig Horne and Norway’s most popular female Youtuber all participated in the campaign.


Photos:


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Campaign Materials are supplied by Geelmuyden Kiese. Without authorization from 17PR, it's strictly forbidden to quote, print, or re-distribution in any form. All rights reserved.


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