Eurobest

#OFF4aDAY

LEO BURNETT ITALY, Milan / SAMSUNG / 2016

Presentation Image
Presentation Image
Demo Film
Case Film
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

Cyber-bullying affects mostly young and teens and leads to harmful and dangerous consequences. The victims of cyberbullying don’t know who to ask for help because today’s teenagers are the first to use technology and social networks to bully each other, while parents are the first who have to learn how to address this issue, since they don’t understand the problem.

In line with Samsung Citizenship Strategy, Samsung Electronics Italia had full commitment on working on activities addressed to young generations and schools.

In Italy, 1 out of 3 teenagers is a victim of cyberbullying and some of them turned off their life. As a global technology provider, Samsung wants to put itself at the forefront in the fight against cyberbullying.

Description

Samsung turned off all its media power, like a suicide: Samsung building, all billboards, all the digital billboards and all the newspapers over the Italian territory, all the outdoors, all Samsung devices inside the points of sale, all the Samsung media spaces into italian airports and the radio. Online, Samsung turned off its website homepage, all product banners and all its brand accounts on social networks: Facebook. Instagram, Twitter, Youtube and Linkedin. The campaign has created a strong social interest and millions of people turned off the profile picture of their personal accounts on the social networks, as Samsung did, giving great visibility to the new helpline.

Execution

To launch the instant helpline and make italians aware of it, Samsung Electronics Italia gave up for a whole day to all its communication channels over the Italian territory, to highlight the worst consequences that cyberbullying could provoke to teenagers. On October 19, 2015, Samsung turned off all its media power, online and offline. V.I.P., youtubers and influencers have received a kit with all informations and materials to support #OFF4aDAY. The campaign has created a strong social interest and millions of people turned off the profile picture of their personal accounts on the social networks, as Samsung and the influencers did, giving great visibility to the new helpline.

Similar Campaigns

12 items

Samsung #VideoSnapChallenge

WE ARE SOCIAL, Sydney

Samsung #VideoSnapChallenge

2022, SAMSUNG

(opens in a new tab)