ONLINE ETIQUETTE

TitleONLINE ETIQUETTE
BrandGRAMEENPHONE LTD
Product / ServiceTELECOMMUNICATIONS COMPANY
CategoryA01. Glass
EntrantMINDSHARE Dhaka, BANGLADESH
Idea Creation MINDSHARE Dhaka, BANGLADESH
Media Placement MINDSHARE Dhaka, BANGLADESH

Credits

Name Company Position
Tusnuva Ahmed Mindshare Bangladesh Account Lead
Mohammad Arif Mindshare Bangladesh Team Lead
Ehsun Uz Zaman Mindshare Bangladesh Media Buying Lead
MD Sharif Hossain Mindshare Bangladesh Press Lead
Zaheen Muhtasim Rahman Mindshare Bangladesh Media Planner
Rafsan Kabir Mindshare Bangladesh Media Planner
Sanjida Ferdush Mindshare Bangladesh Media Planner
Kazi Mahin Mahmood Grameenphone LTD. Client Media Manager
Kaushik De Magnito Digital Creative Direction
Ishraq Dhaly Magnito Digital Accounts & Servicing
Anam Biswas Team YOLO Direction

Background

In the 21st century, especially during the pandemic, online platforms are the new schoolyards and street corners. Unwanted incidents like Bullying on the internet, various scams, theft of personal information, fake news & rumors are gradually increasing & extending beyond the boundaries of the virtual life. Now, cyberbullying can occur anywhere, even at home, through emails, texts, social media, anonymous apps, etc. Unlike traditional bullying, cyberbullying does not require physical power or face-to-face contact & Children & Youth, the beacon of future- are the most affected ones leading to depression. According to UNISEF, one in every 3 youth has been a victim of internet harassment, worldwide & this is very alarming. The scenario in Bangladesh is no different. Grameenphone, being the leading telecommunication brand in Bangladesh, realized the social crisis & came up with campaign in attempt to raise awareness & change online behavior.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Bangladesh, being a developing country- has internet exposure over 72% (BTRC). Over 1.1Million people are being connected to internet-based services every month. Such high rate of internet penetration is certainly a great news for a developing country, but with no knowledge of online etiquettes, cyberbullying has become a serious social issue in Bangladesh. According to survey of Telenor group, over 85% of Bangladeshi Youth said they are victim of online harassment & over 18% said they experienced more bullying onset of COVID-19. 86% youth said they spent more time on internet since COVID-19. The numbers show that Children & Youth, especially females are in high risk of being exposed to cyberbullying, in some cases might be afraid to even use internet which would ultimately slow down the nation’s progress towards development. Considering the situation, it was very urgent to raise awareness & create a safer space online for everyone- Grameenphone stepped up realizing the urgency of such social issue while raising awareness among mass, with the message “if you don’t do it offline, why do it online?”

Describe the creative idea

Internet is the source of knowledge, connectivity, and progress for all. Despite that, children & Youth- the beacon of our future, are at risk of exposure to harmful content, exploitation, and abuse on the internet. This needed to stop without interfering with their digital independence. As they are most susceptible to be influenced from such harassments, Grameenphone, the leading telecommunication brand in country- with the core belief that “anything is possible with the power of internet”, stepped up to educate the foundation of our future on the safety measures of being online & launched a campaign. The campaign was aimed to create a safer learning space for everyone, regardless of gender, location, or socio-economic background to generate awareness about online etiquettes, promoting online safety and equips youth, children & their parents to identify potential online threats and ways to tackle them if they came to face with such threats.

Describe the strategy

“Anything is possible with the power of internet” being the core belief of Grameenphone, we aimed to create a safer online space in internet & teach the youth the raise voice against harassment. Targeting to reach maximum audience who has access to internet, we developed eye catching caricature of harassing characters which were relatable to everyone, regardless of gender, location, or socio-economic background. We creatively utilized nation’s highest reachable media- TV, encouraging everyone to spread symbolizing caricature of harassing characters over social media, as well as using digital media & newspaper to ensure the maximum reach. We partnered up with UNISEF & launched online safety knowledge-based application Digiworld in Bangla, to promote safer online space for everyone.

Describe the execution

Grameenphone aired TVC as well as OVC to maximize reach. We partnered up with country’s largest news portal (Prothom Alo) & published numerous PR Contents. We also launched a Web Series on Facebook, YouTube, and Bioscope so that children and adults could learn about internet security in fun way. A game show was organized where celebrities and community leaders were invited to participate and spread the knowledge on online safety. Pop culture inspired comic strips, even a very entertaining puppet show was run to guide youth, children & parents on how to keep themselves safe from online threats. Along with these, an interactive game for audience aged 4-16 was developed, we also launched social advocacy campaign & adding UNISEF mascot MEENA, adding new dimensions to our campaign.

Describe the results / impact

To change a behavior of mass isn’t easy, but our campaign was a start. On an average, more than 4000 traffic was directed to Digiworld website, Daily. Our program resulted in educating & training over 650,000 children all over Bangladesh. The social advocacy campaign generated over 10Mn awareness. With TV, we reached a massive 47Mn people. Through internet, we reached almost 10Mn people while generating over 18Mn post engagement & over 24Mn Video views. The most success from brand’s end is 11% Penetration Increase in Grameenphone’s 4G internet after the campaign, as we have established awareness about safer online space for everyone.

Links

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