Cannes Lions

INTERNATIONAL SAFER INTERNET DAY

GARNIER/BBDO, San Jose / PANI (THE NATIONAL BOARD OF TRUSTEES OF CHILDHOOD) / 2010

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Overview

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Overview

Description

Challenge/Objectives:To demonstrate to the general public the dangers and risks of accepting strangers to your group of friends on Facebook.Strategy: The National Board of Trustees of Childhood, created an application on Facebook called ‘The day that I become famous’. The application requests personal data and information concerning specific talents from the user. When the users accepted the application, a countdown would begin which would show the exact moment in which they would become famous. Two days later, the International Safer Internet Day, the profile photos of the members were placed in Central Avenue, where 1 million people pass daily. A stream was also created in order to show the members exactly how famous they had become.Outcome:The stream had a maximum audience of 2000 viewers.The application reached television, radio, the press, specialized magazines and blogs, with a total PR value of $164,000 in just a few hours.The viral action of this application reached Costa Rica, Panama, USA, Colombia, Canada, Spain, El Salvador, Venezuela, Mexico, Chile, The Dominican Republic, Argentina, Bahrain, Brazil, Switzerland, Germany, Italy, Puerto Rico, Portugal and Sudan.The application was commented on by Costa Rican users of different social networks, (Facebook and Twitter).

Execution

Two days later, on the 9th of February 2010, International Safer Internet Day, the profile photos of the members were placed in Central Avenue, San Jose, Costa Rica where approximately 1 million people pass daily. A stream was also created in order to show the members exactly where their photos had reached.During the profile photos exhibition members of the The National Board of Trustees of Childhood (PANI) gave away educational flyers advising the general public over the dangers of social networks and providing useful information on how to use them safely.

Outcome

The stream had a maximum audience of 2000 viewers."The day I become famous" changed from being a simple application on Facebook and turned into a news worthy topic.‘The day I become famous’ reached television, radio, the press, specialized magazines and blogs, for a total PR value of $164,000 in just a few hours.The viral action of 'The day I become famous' reached Costa Rica, Panama, USA, Colombia, Canada, Spain, EL Salvador, Venezuela, Mexico, Chile, The Dominican Republic, Argentina, Bahrain, Brazil, Switzerland, Germany, Italy, Puerto Rico, Portugal and Sudan.The application was commented on by Costa Rican users of different social networks, such as Facebook and Twitter. Even the people who had become members of this group commented on the importance of not accepting strangers into your group of friends.

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