Title | CYBERBULLYING VACCINE |
Brand | KOREA ASSOCIATION OF SCHOOL VIOLENCE VICTIMS FAMILIES |
Product / Service | APPLICATION |
Category | C01. Digital & Interactive Design |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
JEREMY CRAIGEN | INNOCEAN Worldwide | Chief Creative Officer |
Minhae Kim | Innocean Worldwide | Copywriter, Project Manager |
Jung Ah Kim | Innocean Worldwide | Executive Creative Director |
Roh Hyedong | Innocean Worldwide | Developer |
Kim Jaeeun | Innocean Worldwide | Art Director |
Moon Nari | Innocean Worldwide | Art Director |
Rhim Jiyon | Innocean Worldwide | Art Director |
Lee Jinjae | Innocean Worldwide | Developer |
Moon Sung Hun | Innocean Worldwide | Copywirter |
Kim Sungwoo | Innocean Worldwide | Developer |
Hwang Seonhwa | Innocean Worldwide | AE |
Kim Bae Sung | Innocean Worldwide | PD |
In kyu Hwang | PLANIT PRODUCTION | Executive Producer |
Kyoung min Park | PLANIT PRODUCTION | Producer |
MU AN | DADDY FILM | Director |
HO JUN CHO | DADDY FILM | DOP |
Kwang ho Choi | WIDE EAST | EDIT |
Hye ji Kim | WIDE EAST | EDIT |
Ho chul Joo | Audiolab | Recording |
one woo Lee | Audiolab | Recording |
ji hae Chang | Audiolab | Recording |
Jae hyuk Lee | Audio Lab | Audio Producer |
Soon yong Gwan | PLANIT PRODUCTION | Gaffer |
Eun hwa Lee | none | Synchronous recording |
Dong pyo Kim | none | Synchronous recording |
Richard king Kim | STICKS AND STONES | Voice actor |
Sang hyun Lee | WIDE EAST | VFX |
Sang hyun Lee | WIDE EAST | VFX |
Seung Hyeog Choi | WIDE EAST | VFX |
Seung Hyeog Choi | WIDE EAST | VFX |
<World’s First Cyberbullying Experience App.: Actual cyberbullying displayed on adults’ phones> The gravity of the issue can only be felt when victimized. Therefore, we developed an application which gave adults a chance to experience actual cyberbullying. First, actual cases and bullying methods were collected from interviews, news articles, and testimonies. Then, an application was developed using the source. -A phone call that begins with insults -Messages that never end -Insulting videos, fake photos, personal information going on public -Anonymous blackmails and sexual harassments. When finished, adults were encouraged to sign for a social safety net as a call to action.
<Nationwide experience sessions planned with 19 organizations> A censored beta and uncensored trial version were released on Apr. 5, 2016. Prints were made to promote the application, and distributed at an experience booth held in line with Daejeon Metropolitan Police Agency on Apr. 15. Another experience session took place the next day, and we were invited by the Korea Psychological Association of Culture and Social Issues to introduce the application on the symposium titled “Youth School Violence and Suicides.” In addition, prints were distributed to parent and teachers organizations nationwide, and gained 17 positive feedbacks to open an experience session. Furthermore, Facebook advertisement (to be on-air after Apr. 20) was also created to target general adults. * Partnering Organizations Daejeon Metropolitan Police Agency, Korean Psychological Association of Culture and Social Issues, JOY HOPE Counseling and Education Center, Personality Research Institute Chamsaem, Chooncheon Youth Center, Chooncheon Youth Pre-independence Nest and more
Finally, cyberbullying started to poke its ugly head above the surface. The application went viral on social media and online communities, and soon reached out to various media outlets including the public TV KBS 7 News, The Segye Times, Yonhap News, E News Today, Geumgang Daily, Medical Today, Korean Biz and more. Thanks to the wide media coverage, cyberbullying among children became a matter of serious concern in the Korean society. In addition, we gained positive feedbacks from 17 organizations to open an experience session and expand the campaign. Furthermore, number of counseling on cyberbullying skyrocketed by 300%.
<Mobile violence dealt with mobile experience> Organizations publish reports on school violence every year. Still, the atrocity of cyberbullying cannot be fully conveyed with verbatim and censored contents. As violence is committed on smartphones, we strongly felt it should also be disclosed and experienced on our palms without censorship. First, actual curses and bullying methods were collected from interviews, news articles, and testimonies from the members of Korea Association of School Violence Victims Families. Then, an application was developed to play and check IMs like a real phone. Curses written in static texts are now heard in real voice, directed straight to the user. Furthermore, minimal censorship was made to outrageous curses for adults. To keep up with the evolving school violence, reports also had to evolve. The application effectively raised the awareness by harnessing phones, not papers.