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A&E - #DiNoAlCyberbullying

A+E NETWORKS LATIN AMERICA, Miami / A+E NETWORKS LATIN AMERICA / 2019

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Overview

Entries

Credits

Overview

Background

Cyberbullying affects everyone regardless of race, gender, or age. The network offers a unique access to real life situations that are relevant to our growing audience. We want to provide our audience with: the latest topics of discussion and information, on how we are involved, and how the audience can help make a difference, too. Our objective is to support the causes of today, by creating awareness to the Latin American and Brazilian communities using all our platforms on the topics of harmful social issues. This is the first ever social awareness campaign by the network in which our first campaign project supports anti-bullying focusing on the issues of cyberbullying in the Latin America region and Brazil. Cyberbullying is a major problem in which it is also under speculation due to cultural norms.

Idea

It started with the fact that we have a TV platform that we can use to address social awareness to our audience. We decided to expand on what our audience could relate to--and that is a topic of a major social issue.

As this is our first social awareness campaign, we want to be creative as much as we possibly can attain. Cyberbullying came about because social media at the time was in the news and the topic of conversation between celebrities on how people around the world are affected by validation on the amount of "likes" and sexual harassment.

The idea is to use our TV, Digital, and Social Media platforms by creating a viral campaign in which a user would post a picture holding up their right hand and either write or say "#DiNoAlCyberbullying" (Say No to Cyberbullying). We created on-air and digital promotions for the campaign.

Strategy

Conducting research and gathering data provided information to execute the campaign strategy. The target audiences were both adults 18+ and parents in Latin America and Brazil regions.

MARKETING

- Create the key arts, logo, recipe card, and talent guide

- Special Event during Youth Week in Mexico City, Mexico

- User Generated Content Challenge

- Interviews with experts and testimonials (cyber police, emotions hospital, memorabilia museum and tolerance)

- Premiums (T-shirts)

- Amplification on other platforms to reach a new audience.

DIGITAL

- Create microsites

- Social Media Engagement

- Short forms and video promos for Digital, and Social Networks (FB, IG, YT, WhatsApp)

ON-AIR

- On-Air video promos, VZRTs, and short forms

PUBLIC RELATIONS

- Press Release

- Event Coverage

- Connect talent from our TV series to support the cause

Execution

August 2018:

- Generate conversation On-Air during our TV series in a episode discussing anti-bullying

July 2018 - October 2018:

- Conduct research on facts and statistics about cyberbullying in Latin America and Brazil

- Creation of key arts and promos

October 5th 2018:

- Campaign Launch

October 2018:

- The viral user generated content portion of the campaign commences

- Influencers and local celebrity outreach

November 9th-10th 2018:

- Youth Week Event (Semana de las Juventudes) in Mexico City.

November 30th 2018:

- End of #DiNoAlCyberbullying Campaign

Outcome

We had great impact on all our channels and continue to receive response til this day. The results below are the total of the digital campaign + numbers as of 3/13/19: - Total Impressions: 13.5MM+ - Total Reach: 9MM+ - Total Engagement: 2MM+ - Total Views: 200K+ While much of the user comments on our social media were negative, it was pushed back by other users with positive messages and validation on how cyberbullying is in fact, a real problem. Experienced a boost in our TV viewership at the pinnacle of our campaign which was in the month of October (which also happens to be the month of anti-bullying awareness). Over 225K people attended our Mexico City's Youth Week event #DiNoAlCyberbullying with local celebrity musicians' full support. Our giant T-Shirt prop from our Youth Week event was selected for Mexico's Museum of Memorabilia & Tolerance.

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