CYBERBULLYING VACCINE

TitleCYBERBULLYING VACCINE
BrandKOREA ASSOCIATION OF SCHOOL VIOLENCE VICTIMS FAMILIES
Product / ServiceAPPLICATION
CategoryC01. Digital & Interactive Design
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

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

The Campaign

<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.

Creative Execution

<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

Indication of how successful the outcome was in the market

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.

Links

Application URL