Challenge

Cyberbullying often goes unnoticed because people choose not to see it from the correct perspective. The challenge was 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.

Idea

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 the ending would bring up a relevant message and call to action. An extended version was also played on desktops and in main local cinema theaters, synchronizing both sides to generate the dual experience.

Results

Several schools in Argentina are using "Perspectives" to fight against cyberbullying. Telefónica aims to make "Perspectives" a global initiative. The campaign led to over 100 cyberbullying reports, which will be addressed through training, and received thousands of comments thanking Movistar for providing relevant content. Additionally, the campaign was shortlisted at Cannes 2018 in the Interactive Brand or Product Video category.