Cannes Lions

beIN Media Group - ChildLock

VMLY&R ISTANBUL / BEIN SPORTS / 2019

MP3 Original Language
MP3 Original Language
Supporting Content

Overview

Entries

Credits

Overview

Background

In Turkey, 66% of people watch TV more than 4 hours a day (Digital TV Penetration Research, BAREM 2018). The trend is even higher along today’s kids. They spend too much time in front of screens, which makes ‘safety’ a top priority.

Furthermore, the very fast transition from rural areas to city life in Turkey, increased the number of people living in apartments, with no safe parks or playgrounds around. This makes TV the strongest ally of all parents to enjoy and keep them busy during the day.

Instead of going out to play, kids watch TV or other digital platforms, which boosts the massive effect of media. However, it is not easy to control what kind of content they are exposed to especially for Turkish parents who are extremely busy with the daily chores.

Execution

beIN is a pay TV brand and its child lock feature protects children from the contents that may cause negative behaviors on them. Thus, this feature allows parents limit the TV contents and keep them under control based on the age range they choose.

In order to underline this feature, we used the insight of “children do what they watch” and created a radio spot by rewriting a very well-known nursery rhyme with the lyrics including fear and violence.

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