CYBERBULLYING VACCINE

Short List
TitleCYBERBULLYING VACCINE
ClientKOREA ASSOCIATION OF SCHOOL VIOLENCE VICTIMS FAMILIES
Product / ServiceAPPLICATION
CategoryA01. Interface & Navigation (UI)
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

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, Kangwon Youth Counseling and Welfare Center, Department of Social Welfare, Hoseo University, Student's Council at the Department of Social Welfare, Hallym University, Student's Council at the Department of Psychology, Hallym University, Hwang Han-i Therapy Center, Angels' Playground, Haemalgum Healing Center, Incheon Research Society of Professional Counseling and Curriculum, Korea Research Society of Adolescent and Youth Indigenous Psychology, Mangwon Youth Center, Peaceversity, Association of Parents Making Good Schools, Confederation of Parent Association

Credits

Name Company Position
JEREMY CRAIGEN INNOCEAN Worldwide Chief Creative Officer
Jung-A Kim Innocean Worldwide Executive Creative Director
Minhae Kim Innocean Worldwide Copywriter, Project Manager
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
Seung Hyeog Choi WIDE EAST VFX
Taeshin Lee Facebook Korea Media strategy
Hyunsuk Park Facebook Korea Media partnership
Kyo Seo Facebook Korea Creative partnership
Taejoon Kim nasmedia Media Planner
Links
Application URL   |   Application URL