Cannes Lions

#GoodbyeCiberbullying

Channel 13 , Chile / CANAL 13, FUNDACIÓN SUMMER / 2019

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Overview

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Credits

Overview

Background

In Chile 6 out of 10 children are victims of cyberbullying and 3 teenagers commit suicide each week due to this kind of abuse. One of the most famous cases is that of Katy Summer, a 16-year-old singer who took her own life in a coffee shop.

The problem is that, in Chile, cyberbullying figures rose 111% between 2016 and 2018 in school children and it is expected to continue to increase.

That is because this campaign aims to make this cyberbullying more evident on our children’ eyes, so they can be aware of its consequences and how to prevent young people from being victims of this abuse.

Idea

We created Katy Summer's last song 'I Don't Want To Say Goodbye' using more than 1,000 audio and video files of her whole life, including childhood videos, songs she recorded, and even WhatsApp audio messages.

To make this song we used Machine Learning, an Artificial Intelligence area that organized all the words through an algorithm, so later a renowned Chilean composer took the results to write the song.

Strategy

In Chile, 3 teenagers commit suicide every week because of cyberbullying.

One of the most memorable cases is Katy Summer's, a talented 16 year old singer that took her own life in a Starbucks coffee shop due to cyberbullying.

She left us, but not without giving the world a lesson.

The strategy was to launch the song on Chilean radios a week before the first "cyberbullying day" in Chile was commemorated. For that day the campaign was the protagonist coming out in all the mass and digital media.

For the song we created a video Lyrics that we put on Youtube, which was shown in different media, colleges and universities, music festivals.

Execution

To compose the song, more than 1,000 audio and video files were collected and decoded to be processed by the ASR (Automatic Speech Recognition) technology of the AI, which allows audio / voice to be transformed into text strings. Then the "indexing" creating a library of words, which contain metadata that associate them to a file and second in particular, for your search. Finally the composition, with the library created the composer was allowed a range of words, allowing to choose between several pronunciations for the same word and thus facilitate the creation of the melodic line of the voice.

The campaign was launched on Radio ADN, during the following days it was appearing in different radios of the country. We also launched a website and a video Lyrics on Youtube.

The song managed to sound in different schools in Chile, making it talk about cyberbullying.

Appearing in different music festivals and fairs.

Finally it was put in the line up of the Lollapalooza.

Outcome

The song "I don`t want to say goodbye" in a few days was transformed into a hymn, and managed to be discussed in different media.

HEADLINE:

"THE HYMN AGAINST CYBERBULLYING HAD TO BE IN OUR LINE UP"

Lollapalooza

MEDIA:

The campaing reached national and international press. It appeared on news programs and tv talk shows.

COMMENTS:

The comments on the Youtube video lyrics were 98% positive. It was a Twitter trend with the hashtag #GoodByeCiberBullying

SCHOOLS AND UNIVERSITIES:

The campaign made that the cyberbullying topic was discussed in schools around the country.

MUSIC FESTIVALS:

The song became a hymn and it was showed in different music festivals, including the Lollapalooza festival.

254 MILLIONS IMPRESSIONS

4.1 EARNED MEDIA