SAMSUNG
#OFF4aDAY
Samsung Against Cyberbullying.
The first instant messaging helpline against technological bullying by a leader in technology.
PROBLEM
In Italy, 1 of 3 teenagers is a victim of cyberbullying but they don’t know who to ask for help.
IDEA
To break the silence of the victims, Samsung creates the first instant messaging helpline
based on the same tools that spread cyberbullying.
EXECUTION
To launch the helpline, Samsung 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 October19, 2015, Samsung turned off.
RESULTS
About 2.000 help requests to the helpline only in the first 24h;
40 millions of media impressions;
+60% Google search interest on the word cyberbullying;
50 V.I.P. and influencers spontaneously supporting #OFF4aDAY.
BOARD
IMAGES
CASE HISTORY
Pierfrancesco Favino
Pierfrancesco Favino with Samsung #OFF4aDAY against cyberbullying.
…
CREDITS
Client: Samsung
Creative Agency: Leo Burnett Milan
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director: Marco Viganò
Art Director: Giulia Papetti
Copywriter: Anita Giavoni Merlin
Digital Designer: Aldo Gemma
Brand Leader: Bruno Borsetto
Account Supervisor: Carlotta Piccaluga
Account Executive: Paolo Rolla
Junior Account Executive: Francesca Ajelli
Social & Content Manager: Raffaella Ramondetti
Producer: Gaia Fusaro
Production Company: Bloompix