CYBERBULLYING VACCINE

Short List
TitleCYBERBULLYING VACCINE
ClientKOREA ASSOCIATION OF SCHOOL VIOLENCE VICTIMS FAMILIES
Product / ServiceAPPLICATION
CategoryA10. Charities & Non-profit
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 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 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.

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 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> Reports on school violence are published annually. Still, cyberbullying cannot be fully conveyed with just censored texts. As violence is committed on smartphones, we strongly felt it should also be experienced on our palms uncensored. First, actual curses and bullying were collected. Then, an application was developed to show IMs like a real phone. Now, curses in texts were heard in real voice. Minimal censorship was made to outrageous curses on victims’ adults. As school violence evolved, reports also had to evolve. The application effectively raised awareness by harnessing phones, not papers.

Insights, Strategy and the Idea

<Victim’s phone as media> How can we expose cyberbullying unseen in the eyes of adults? To raise the awareness of the gravity of the issue, we gathered actual cyberbullying cases from kids’ phones, and condensed it into an application. The purpose was to recreate what really was happening inside kids’ phones. To do so, the application was designed to run just like a real phone based on actual cases gathered from research. Downloading this application meant downloading the victim’s phone. Adults who underwent the exact same actual cyberbullying were shocked and alerted instantly. Teachers and parents pledged to invest more interest in their kids, and reserved counselling sessions and signed for social preventing measures. Furthermore, general adults as sub-targets deeply resonated with the gravity of the issue, and joined hands to promote as a serious social issue.

Credits

Name Company Position
Jung-A Kim Innocean Worldwide Executive Creative Director
Jeremy Craigen Innocean Worldwide Chief Creative Officer
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