Cannes Lions

Aime sans Haine

FRANCE TELEVISIONS, Paris / FRANCE TELEVISIONS / 2022

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Overview

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Overview

Background

Every day, we like content on social media. Hundreds, thousands of likes. So far, so good. But when it comes to liking teasing, hateful comments or life-threatening messages, the sum of small individual actions combined can have devastating effects. And it could yet become cyberbullying, even if we don’t realize it.

As a major actor of the French Public Service, they have a role to play in this fight. The challenge was to define this role to make its positioning clear compared to NGOs or public authorities.

Beyond raising awareness, we wanted to support such organizations by guiding people towards tangible solutions thanks to some of its programs.

Idea

How can we create the simplest, most effective movement against cyberstalking, the one that is most ingrained in the audience? How do we make it easy for everyone to show their commitment?

By using two emojis ????

Two emojis that sum up the idea that a simple like can have big consequences.

Two emojis that can be used in comments, in bio, in stories, in stickers, on clothes, in videos.

Two emojis that appeal. Which are both aesthetic and meaningful.

Two emojis that will be able to become the symbol of the fight against cyberbullying. And go beyond social media to become a topic of conversation on television, in the press, in schools, homes, or even in the street.

Two emojis and a hashtag #AimeSansHaine ????

Strategy

In France, one in five young people has already experienced cyberbullying. And they hardly ever talk about it. Youngsters between 15 and 30 are heavy social media users. They spend 3x more time on social platforms making them more vulnerable than other French users.

Behind their screens, they are unaware of the risk they might face. They don’t realize what they are exposing themselves and others to. Hence, they don’t measure the impact their words and actions can have on others…

The standard approach would have been to target only victims or harassers. But our goal was to talk to everyone: to help victims but also to awaken current or potential cyber bullies’ consciences.

Because online, a simple ‘like’ could have major consequences.

Execution

#AimeSansHaine ???? is a 3-phase campaign and a tool to raise awareness and alert against cyberbullying.

On the 17th of February, 28 influencers (including top french influencers Romy, the Parody bros, Fukay or Ana Godefroy) shared content, wearing a mysterious symbol to launch the operation.

The next day, they revealed its meaning, explained the aim of the campaign. They introduced the drop: a merchandising to cop sweatshirts and t-shirts with the symbol “????”. (All funds raised during the campaign were donated to the NGO e-Enfance, we partner in this operation, to support its mission).

Many personalities and journalists of joined the movement to share our message, #AimeSansHaine, on television and on their social networks.

At the same time, a hashtag challenge was launched on TikTok as well as a film on our social platforms to unveil the movement and guide towards existing solutions.

Outcome

16.4M impressions on posts relaying the campaign (from France Télévisions personalities and influencers)

+7M impressions on influencer posts and +102K interactions with influencer publications

19.2 million views for the TikTok challenge

+1M views for the launch video

#AimeSansHaine’s message travelled far beyond the digital world with mentions of the operation on all France Télévisions’ channels and live broadcasts during the launch.

16.3 million viewers reached on TV in a day, making them more aware of cyberbullying and its danger.

A # and a symbol seen more than 167M times

During the campaign, calls to e-Enfance have skyrocketed by 150%

With 0€ media budget and 0€ influencers fees.

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