Title | SNAP COUNSELLORS |
Brand | LOVEDOCTOR.IN |
Product / Service | SNAP COUNSELLORS |
Category | E03. Innovative Use of Social or Community |
Entrant | TBWA\INDIA Mumbai, INDIA |
Idea Creation | TBWA\INDIA Mumbai, INDIA |
Media | TBWA\INDIA Mumbai, INDIA |
PR | TBWA\INDIA Mumbai, INDIA |
Production | TBWA\INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Parixit Bhattacharya | TBWA\India, Mumbai | Chief Creative Officer |
Rajshekar Patil | TBWA\India, Mumbai | Creative Director |
Rajshekar Patil | TBWA\India, Mumbai | Copywriter |
Rajshekar Pati | TBWA\India, Mumbai | Social Media Manager |
Rajshekar Patil | TBWA\India, Mumbai | Art Director |
Rishi Chanana | TBWA\India, Mumbai | Designer |
Aejaz Khan | TBWA\India, Mumbai | Executive Director |
Milind More | TBWA\India, Mumbai | Illustrator |
Mona Chammas | Mona Chammas | Illustrator |
Maryam Amjad | Maryam Amjad | Illustrator |
Seerat Fatima | TBWA\India, Mumbai | Illustrator |
Sheikh Taha Munir | Sheikh Taha Munir | Illustrator |
CREATIVE IDEA Snap Counsellors, the world's first Snapchat helpline for teens in abusive relationships. In partnership with teen counselling service @LOVEDOCTORDOTIN and Chayn India. Snap Counsellors exploits the fact that a conversation on Snapchat disappears after the two parties have read it. With Snap Counsellors, we created a counselling session that disappears. Thus, protecting the victim’s chats from the snooping eyes of the abuser. Snap Counsellors allows teenagers to chat with an expert counsellor who can advise the victim about the signs of a physically/emotionally abusive relationship, human rights of the victim, how to seek help from the police and how to leave an abusive relationship.
IMPLEMENTATION: 1. We created a partnership between Lovedoctor.in, India's only teen counselling service and Chayn India, an organization working for women's empowerment using technology. We created a Snap ID called @LOVEDOCTORDOTIN as the sole account with which any teen from around the world could chat. 2. We created a PSA on YouTube to create awareness. 3. We also created a guide called "Abusive Relationships, Stalking and Harassment Guide for Teens" to help victims identify and deal with abusive relationships of all kinds. 4. We created daily content using Snapchat's "Story" feature customized for teens. 5. We created college workshops in prominent colleges in India such as St. Stephen's College, New Delhi and Delhi University. TIMELINE 1. Launched - 6 March 2016 2. PSA on YouTube - Women's Day 8 March 2016 2. TEDx Talk at ESADE, Barcelona - 5 May 2016 3. College workshops - Once a month
REACH • More than 2400 teens counselled around the world. • 400% increase in the number of teens reporting abuse. • 970% increase in traffic to client website. • Earned unpaid PR worth more than $16.5 million. • Invited to present the idea at TedX ESADE, Barcelona, one of the world's top business schools. • More than 1000 Story views daily ACHIEVEMENT • 9 out of 10 teens were not aware that they were in an abusive relationship. After a conversation with our counsellor, they understood what constituted an abusive relationship so they could take action. • Inspired a new teen abuse Snapchat helpline in SPAIN, a country with one of the highest rates of abuse. • 6 out of 10 teens decided to discuss their abuse with their partner • 2 out of 10 teens decided to seek further outside help or end the relationship
TARGET AUDIENCE Teenagers and youngsters aged between 12-21 who are in a physically or emotionally abusive relationship with their partners. STRATEGY Teen relationship violence is not only an Indian issue but a global one (50 percent of sexual assaults are committed against girls under 16 - UN Women Report 2014). Snapchat is the world's fastest growing chat application. The solution had to protect the victim from their abusive partners and yet be easily accessible + trustworthy. RELEVANCE TO PLATFORM 90% victims are afraid to report abuse because their boyfriends control their use of phone, messages and e-mail. Almost every teen already uses Snapchat. A helpline on Snapchat was the perfect solution to help the victim feel safe to come forward and speak up. APPROACH Lovedoctor.in is the only teen counselling service in India. We created a Snapchat account for them and their counsellors worked in shifts to advise teens.