Campaign Objectives & Challenges

As the world's social media capital, the Philippines has over 9 million kids (13-17 year old) on Facebook (SOURCE: We Are Social Digital 2018 Report). But as Shawn Henry of the FBI pointed out, "At any given time, there are an estimated 750,000 child predators online—and they all have a key to your house via the internet."

The Internet and Mobile Marketing Association of the Philippines (IMMAP) realized the need for tighter cyber security for children leading them to create Project Unfriend.

The campaign's main objective was to provide children a safer online environment by teaching them cyber life skills and empowering them to be responsible and equipped netizens. To do this, we needed to promote cyber safety to kids and the individuals responsible for their well-being and future—parents, guardians and teachers. Project Unfriend's two target segments:

  • Teenagers (13-16 years old) with active and public Facebook accounts
  • Adults (Parents/Guardians/Teachers)