Title | CYBERBULLYING VACCINE |
Brand | KOREA ASSOCIATION OF SCHOOL VIOLENCE VICTIMS FAMILIES |
Product / Service | APPLICATION |
Category | C02. Use of Mobile |
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 |
Seung Hyeog Choi | WIDE EAST | VFX |
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 traps adults as victims of cyberbullying. From cursing calls to sexual harassments, actual cases and curses were collected from interviews and articles to provide real experience. The application gave adults a chance to experience actual cyberbullying. When opened, users are required to enter their names, so that the application captures users with messages sent in users’ names. Surprised adults may be tempted to tap “Back” button, but a pop-up window appears to complete the experience. The last words of the actual victim were displayed on the last screen to herald the seriousness. Furthermore, elapsed time was shown at the ending copy to appeal to the public. 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 app, and was distributed at an experience booth held in line with Daejeon Metropolitan Police Agency. We also got invited by the Korea Psychological Association of Culture and Social Issues to introduce the application on the symposium “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 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 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%.
<Actual cyberbullying among kids experienced by adults> Cyberbullying never leaves physical bruises, but are found only in phones. Rarely observed, adults are blindfolded. Even if adults do realize, they consider as a prank. However, cyberbullying is a serious social issue which shows twice the suicidal rate than physical abuses. We developed an application providing actual experience of being cyberbullied to alert adults. Foul languages on incoming calls shocked adults instantly, and served as a call to action. Thanks to the application, cyberbullying rose as a social issue, and signs filled the list, demanding social security net.
Better field report for aggravating school violence 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. The application gave a shocking experience similar to that of the victims. Main targets were parents and teachers, and sub-targets were 20-30s adults.