In Argentina, 6 out of 10 kids have been cyberbullied. Unlike traditional bullying, cyberbullying can follow its victims everywhere, because it is online. However, 75% of children who suffer from cyberbullying never talk about it, thus limiting adults and peers to detect the signs.

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. It’s 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.

We needed to create a powerful campaign to reach the two targets involved: peers and caregivers. We decided to use the main screen of their cell phones as it unites both generations and is the main media where cyberbullying takes place.

After experiencing the story, we drove users to a Movistar’s social responsibility site where they could find relevant information, tools and support.

Movistar, one of the largest mobile phone company in Latin America recognized the natural relationship that telephone brands have with the problem as cell phones are the most used media for this type of harassment. Their objective was to create a campaign that would raise awareness of this issue by aligning it with their brand platform: “Choose to take care”.