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.).

Government of Quebec

Annonceur

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

Objectifs

12 - 25 years

Cible

7 Quebec lifestyle influencers

Influenceurs

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.

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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,

H2T 1R3 - Montréal (Québec)

+1 (514) 570 0508

TORONTO

140 Yonge Street #200,

M5C 1X6 - Toronto

(Ontario)

PARIS

33 rue la Fayette

75009 Paris, France

+33 (0)7 67 51 90 38