government of Quebec
Government research shows that there is little education about
the consequences of bullying for the person being bullied (e.g., distress, insecurity, low self-esteem, humiliation, feelings of powerlessness to act, etc.).
Combat cyberbullying in all its forms (bullying in schools, homophobia, sexism, racism, etc.).
Raise awareness among 12-18
and 18-24 year olds about
the devastating effects and real consequences of cyberbullying #ChaquePersonneCompte
12 - 25 years
7 Quebec lifestyle
The creative strategy consisted in creating an original visual universe
of TV commercials to catch the attention of Internet users: each influencer stood with his cell phone or computer and saw a series
of emojis emerging from his electronic device. The content strategy led to the creation of a collective goodwill movement, with influencers encouraging their subscribers to "spread the love" on social media
to counter the phenomenon of cyberbullying. The campaign allowed some Internet users to deliver touching testimonials to accessible influencers, who, when necessary, referred young Quebecers who were victims of bullying to competent organizations that could help them.