Title | CYBERBULLYING VACCINE |
Brand | KOREA ASSOCIATION OF SCHOOL VIOLENCE VICTIMS FAMILIES |
Product / Service | APPLICATION |
Category | A10. Charities & Non-profit |
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 |
---|---|---|
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 |
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.
<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.
<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.