| Title | ONLINE PREDATOR |
| Brand | PERSATUAN KESEDARAN KOMUNITI SELANGOR |
| Product / Service | EMPOWER |
| Category | C03. Use of Social Platforms |
| Entrant | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Idea Creation | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | M&C Saatchi | Chief Executive Officer |
| Yee Wai Khuen | M&C Saatchi | Creative Director |
| Two AM Music Studios | Two AM Music Studios | Music |
| Joshua Choo | M&C Saatchi | Art Director |
| Melinda Foo | M&C Saatchi | Copywriter |
| Theresa Arthur | M&C Saatchi | Account Director |
| Nazlishah Mohamad Yahya | M&C Saatchi | Photographer |
| Munching Studio | Munching Studio | Post Production |
We created a campaign on Instagram, one of the most popular social media platforms to show users the impact of being confronted by an online predator. We targeted relevant people and key opinion leaders to expose them to a potential cyber attack. By targeting these people, they were able to spread the message to their many followers and educate even more users on Internet safety.
We created three Instagram profiles to represent the most prevalent online predators – @a__paed0phile, @a__rapi5t, @a__stalk3r. We liked, followed and commented on pictures using relevant hashtags and location tags. The profiles targeted mothers who post their kids pictures, young girls who tag their current locations and provocative posts by young women. Once they check the profiles of the predators, our campaign message was revealed to be careful of what they post online. A link led users to social media tips, hosted by Empower. They were encouraged to share the message, giving the campaign its viral effect.
The campaign reached insta-fame in just two weeks. The campaign was seen by 368,000 people and shared by various Instagram celebrities, further promoting our cause to educate users on Internet safety.
The campaign was an initiative to raise awareness on Internet safety, especially on social media. The campaign used the exact platform that the users we were reaching out to were actively participating in, providing an even stronger impact of the dangers of careless posting. The response and reactions from the users were immediate, resulting in a viral effect of our message to their friends and followers. This promoted our cause even more to change the behaviour of social media users to take into consideration what they post online for the world to see.
To ensure our message would reach our target audience, we used the social channel that has become a daily routine in their lives – Instagram. As one of the most popular social media platforms, it was the perfect way to show users the impact of being confronted by an online predator. We targeted relevant people and key opinion leaders to expose them to a potential cyber attack. These people have gained a high following and influential presence on social media, with potential of making them powerful advocates of the cause. The profiles included mothers who post their kids pictures, young girls who tag their current locations and provocative posts by young women. By targeting them, they were able to spread the message to their many followers and educate even more users on Internet safety.