Lead Agency: Wunderman BA
In Argentina, 6 out of 10 kids have been cyberbullied. Unlike traditional bullying, cyberbullying can follow its victims everywhere, because it is online. However, 75% of children who suffer from cyberbullying never talk about it, thus limiting adults and peers to detect the signs. Movistar, one of the largest mobile phone companies in Latin America, recognized the natural relationship that telephone brands have with the problem as cell phones are the most used media for this type of harassment. Their objective was to create a campaign that would raise awareness of this issue by aligning it with their brand platform: "Choose to take care".
We reached an extremely broad audience as the campaign was aimed at teenagers who suffered from bullying and adults who didn't see the signs right ahead of them. It was initially launched in Argentina where it had a great reach as several schools used it to raise awareness about cyberbullying.