Grooming is the action of a grown person approaching a child online while pretending to be their age, with intentions of sexual harassment. Since the coronavirus pandemic, cases in Argentina have risen up to 150%. But even now, most people don’t know about the issue, how it operates and what to do about it. In this context, Movistar decided to shed light on this problem and raise awareness of how serious it is while giving people the tools to handle the situation.

To show the importance of grooming and how it works, we decided to show what this situation would look like in real life, and how unsettling it would be to see it happen. The mask emulates a game character, a procedure that offline seems weird and noticeable, but online works most of the time to trick children. The problem, which is also highlighted in the piece, is that people need to pay much more attention to realize this is happening online because it is not nearly as obvious, that’s why in the end people are given a website in which they can learn about the issue.

Grooming, like many other online issues, is not well-known and hard for people to take dimension of how problematic it is. Showing how it would work in a real-life situation was a decision made in order to highlight how disturbing and terrible some situations that we don't see when we have a screen in between are. The piece is meant to be hard to watch because grooming itself is concerning, and doing it another way would have minimized the problem. It was equally as important to provide people with the tools to help learn and prevent these situations, that’s why the commercial ends by directing people to a website about it.

The ad started to run in the month of March 2022. It was implemented online in social media and multimedia, news and all kinds of digital portals including the most important news sites of Argentina such as Infobae and La Nación. The piece was also aired on TV and shown on both of the most important cinema companies’ screens (Hoyts and Cinemark).

On the first week the campaign aired, the weekly traffic to the website dialogando.com increased by 15.640%, from 265 to 41.712. 97% of the visitors were new. Moreover, 11 media channels talked about the campaign organically.

On social media, the campaign drove 476 posts and generated 3.1 million Impressions. In addition, there were 548K interactions in the different networks, and 5.6K shares. In total, there were more than 6 thousand comments, and a large part of them were from parents concerned about the subject, giving their opinions, advice or asking for information. The Facebook campaign shows a retention rate of 44% who finished the video (among the audience that watched more than a third of the video).

In comparison to last year’s campaign on the same subject, brand attribution increased by 15%, contributing to Movistar's recognition as a socially committed brand.