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government of Quebec

X CLARK

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.).

Advertiser

Government 

of Quebec

Objectives

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 

Target

12 - 25 years

Influencers

7 Quebec lifestyle

influencers

Strategy

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.

VIEWS IN IG STORIES

OF ENGAGEMENT RATE

OF TOTAL IMPRESSIONS

Influencers :

Mila Taillefer @milataillefer

Emile Roy @emileroymtl

Brandon St-Jacques Turpin @brandonstjacquesturpin

Thomas Delorme @th0masdelorme

Charlie Lemay-Thivierge @charlielemaythivierge

Rafaelle Roy @rafaelleroy

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MONTRÉAL
4560B, Boul. Saint-Laurent, #203,
Montréal (Québec), H2T 1R3
+1 (514) 570 0508
TORONTO
140 Yonge Street #200,
Toronto (Ontario), M5C 1X6
PARIS
33 rue la Fayette
75009 Paris, France
+33 (0)7 67 51 90 38
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