Campaign details

Brand: Internet and Mobile Marketing Association of the Philippines (IMMAP)
Brand owner: Internet and Mobile Marketing Association of the Philippines (IMMAP)
Lead agency: Ace Saatchi & Saatchi
Country: Philippines
Industries: Telephone & internet services
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

With 9 million children in the Philippines aged 13-17 active on Facebook, it's always open season for the 750,000 child predators lurking online.

The Internet and Mobile Marketing Association of the Philippines (IMMAP) realised the need to ensure online safety for children, so it launched Project Unfriend.

The goal was to make children and their guardians aware of the dangers of online predators and arm them with information about this invisible threat. But with a small budget, the team needed to find a clever way to deliver maximum reach and impact. So it used Facebook – the very platform on which child predators operate – to spread its cyber safety message.