The key message is that, if users decide not to see the other side of the story, they will never fully understand cyberbullying. A clear metaphor of what is going on every day with this issue is that many times we choose not to see it from the correct perspective. We need to represent the seriousness of this issue and provide children and adults with tools to identify the problem so they can help before it’s too late.

The campaign was launched the week prior to the International Day of Action against Bullying and Violence. Its centerpiece was an interactive film exclusively developed for mobile with two parallel and interconnected stories. Users could change the perspective by turning their cell phone by 180°, at any moment.

Before starting the experience, the audience was detected as either a peer or caregiver so that ending would bring up a relevant message and call to action.

We also included an extended version to be played on desktops and in the main local cinema theaters, synchronizing the both sides to generate the duel experience.

Several schools of Argentina are using Perspectives to fight against cyberbullying.

Telefonica wants Perspectives to be a global initiative.

Over 100 cyberbullying reports, which will be readdressed through training.

Thousands of comments thanking us for the initiative and congratulating the brand for providing relevant content.