#BECYBERSAFE

Title#BECYBERSAFE
BrandINTERNET & MOBILE MARKETING ASSOCIATION OF THE PHILIPPINES
Product / ServiceIMMAP #BECYBERSAFE
CategoryC03. Use of Social Platforms
EntrantACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES
Idea Creation ACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES
Media Placement NUWORKS INTERACTIVE LABS, INC. Pasig, THE PHILIPPINES

Credits

Name Company Position
Greg Martin III Ace Saatchi & Saatchi Advertising Executive Creative Director
Angie Tijam-Tohid Ace Saatchi & Saatchi Advertising Creative Director
Lea Valenzuela Ace Saatchi & Saatchi Advertising Art Director
Sam Teano Ace Saatchi & Saatchi Advertising Copywriter
Race Cuneta Ace Saatchi & Saatchi Advertising Art Director
Bowen Arsulo Ace Saatchi & Saatchi Advertising Editor
Rico Torres Ace Saatchi & Saatchi Advertising FA Artist
Ara Generoso Ace Saatchi & Saatchi Advertising Editor
Vivian De Ocampo Ace Saatchi & Saatchi Advertising Creative Services Manager
Lala De Leon Ace Saatchi & Saatchi Advertising Client Service Director
Pluto Diaz Ace Saatchi & Saatchi Advertising Account Manager
Carmen Antunez Ace Saatchi & Saatchi Advertising Strategic Planning Director
Leo Celles Ace Saatchi & Saatchi Advertising Associate Planning Director
Monica Anunciacion Ace Saatchi & Saatchi Advertising Associate Creative Director
Iya Duenas Ace Saatchi & Saatchi Advertising Digital Manager

Why is this work relevant for Direct?

Our main objective is to provide children a safer online environment by teaching them to become responsible, equipped netizens. To do this, we used the leading social media platform in the Philippines, Facebook. We targetted 13-16 year olds with public Facebook accounts and made them part of a demonstration by befriending them, allowing them to interact with us then directly private messaging them to show them our online film. This showed how easy it is for potential predators to make it to their friend's list through a direct interaction with our audience.

Background

As the world’s social media capital, the Philippines has over 9 million kids (13-17 year old) on Facebook (We Are Social 2018). But as Shawn Henry (FBI) pointed out, “At any given time, there are an estimated 750,000 child predators online—and they all have a key to your house via the internet.” The Internet and Mobile Marketing Association of the Philippines (IMMAP) realized the need for tighter cyber security for children leading them to create Project Unfriend. The campaign’s objective was to provide children a safer online environment by teaching them cyber life skills and empowering them to be responsible and equipped netizens. To do this, we needed to promote cyber safety to kids with active and public FB profiles and the individuals responsible for their well-being and future—parents, guardians and teachers.

Describe the creative idea (30% of vote)

We are usually unfazed by potential dangers until we or someone we know comes face-to-face with it. Many are blanketed by the mindset: It won’t happen to me or my loved ones. But the truth is, a lot of these threats can creep into our lives in the most innocent ways – which is exactly what we want them to feel about online predators. Project Unfriend is a demonstration of how easy it is for potential predators to befriend children online via the leading social media platform in the country, Facebook. By creating accounts, befriending teens and private messaging them to show them our video, we made them come face-to-face with the potential dangers when they're online. Project Unfriend is a campaign that empowers kids and teens to check, detect and unfriend strangers turning a simple click into a protective action. Because Facebook should be about friends for

Describe the strategy (20% of vote)

Project Unfriend’s two target segments: • Teenagers (13-16 years old) with active and public Facebook accounts • Adults (Parents/Guardians/Teachers) According to Stairway Foundation 2015 Cybersafe Survey: 50% of children (13-16 years old) have public accounts and befriend online strangers. Utilizing Facebook, we wanted to prove how truly accessible and vulnerable they are to online child predators. This also ensured the campaign would reach those we intended to hit, allowing our very limited media budget to work optimally. We needed to make them realize that even in the seemingly harmless sphere of Facebook, real predators are lurking, hiding behind likeable personas, just waiting to be let in. But beyond just portraying the cyber world as a dark and dangerous blackhole, we also wanted them to see that they have the power to keep it an enriching, fun and safe environment for themselves.

Describe the execution (20% of vote)

Project Unfriend started with a social experiment on the platform they’re always on: Facebook. We created profiles and befriended kids. In just 3 months, these profiles generated a total of 1,653 friends. Then, on National Children’s Month, we revealed the truth by sending a private message to each of them highlighting the importance of unfriending those whom they don’t know for real online in order to protect themselves offline. To bring this message to life, we also led them to our online film. In the film, we showed a young girl’s innocent relationship with someone who appears to be her dad that turns out to be an online relationship with a child predator disguised as a teen. A version of the same film directed towards parents and guardians was also posted and boosted to bring to the consciousness of adults the gravity of the issue.

List the results (30% of vote)

Our films outperformed media objectives and pushed the value of our minimal resources to optimal levels. On Facebook, it delivered more than 3.5M reach for our boosted post against our 109,000 plan (Facebook Ads Manager). Combining this with organic reach, our total reach on Facebook is now at 9.5 million (Facebook Insights Dashboard). On YouTube as it garnered almost 500,000 total reach against our 13,000 plan. Also notable was the fact that it has also generated over 1M engagements (reactions, comments, shares and post clicks) from kids and adults. Furthermore, the Philippines’ Department of Education has started using our videos as part of their training program for teachers across the country on cyber safety for kids. According to the DepEd, if the trained teachers will deliver on their commitment to cascade, they will reach 800,000 teachers who in turn can reach a total potential of 26.3 million students nationwide.

Links

Video URL