Campanie
General Information:
Strategic approach:
| Strategic approach: |
From 2008, Save the Children NGO coordinated “Ora de Net” European Program that is focused on a responsible & safe usage of the internet among the teenagers audience. This program is structured on three dimensions: activities related to raise awareness of the internet responsible usage among our audience, management of a support line, ctrl_AJUTOR for kids, parents and teachers that face different difficulties in online medium and a reporting telephone line ( managed in partnership with the General Inspectorate of Romanian Police) to fight back inappropriate online content. Starting with 2008, this initiative, unique at the national level, involved in educational & support activities more than 480 000 kids and 128 000 parents & teachers. In 2019, the NGO main topic was the increasing phenomenon of cyberbulling. A study undertook by Saved the Children revealed that 54% of 12-17 y.o teens were exposed to the cyberbulling effects. Therefore, our objective was to raise awareness of this phenomenon among teens and ecourage them to use the help line offered by the NGO. Audience: Online users aged between 10-17 years. According to Salvati Copiii’ 2019 research: 54% of 12-17 y.o audience, whose “online life“ is a consistent part of their personality, are hugely exposed to cyberbullying. Even more, 30% of them mentioned that they received an unappropriated online message from strangers/unfamiliar people (a consistent increase from 21% in 2018). The situation is even worse when our audience was questioned about their coping strategy: 66% declared they don’t know how to react under these circumstances and 40% prefer to ignore the content of these cyberbullying messages. The implication is very serious: this “ignore” strategy is associated with the fear of not being excluded from their group of friends. It’s a type of fear directly related to PERSONAL STATUS: they prefer to avoid the problem in order to be integrated.Just in some extreme contexts they decide to talk with an older friend or a parent. Our target audience can be found among the fan bases of content creators, influencers and micro influencers, around the main social media channels (YouTube, Facebook, Instagram, TikTok) and between 8-11 y.o. 37% of them already own a personal smartphone. Source: Salvati Copiii research ’19,Tech Kids powered by Starcom România, 2020 Our objectives: 1. To increase with at least 60 % the website ’unique visitors during the campaign vs the previous period ( Nov’19-March’20 vs Jun-Oct ’19 www.oradenet.salvaticopiii.ro ) 2. To increase with 50% the number of calls at the NGO help line (a highly qualitative indicator, as the average length of a conversation is around 30 minute) during the campaign vs the previous period. 3. To obtain at least 1000 support messages during campaign on the (an engagement indicator directly related to our creative concept) |
Execution:
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