IMMAP: #ProjectUnfriend
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Are All Your Friends For Keeps?
Ace Saatchi & Saatchi Philippines has created a provocative campaign for Be CyberSafe, an advocacy for the Internet and Mobile Marketing Association of the Philippines (IMMAP) that aims to bring awareness to kids and teens about the risks of being online and avoiding child predators.
#ProjectUnfriend is a social media movement that stems from the umbrella effort of IMMAP that aims to educate 13-16-year-olds with active and public Facebook accounts on cybersafety, empower them to be responsible with their online interactions and have them encourage their peers do the same.
In a two-minute spot we see a young girl talking to what appears to be her father or, at the very least, a close older friend. The reveal offers up an uncomfortable twist.
The film launched with two versions; one targeted for parents/teachers and another that talks to children and teenagers. Both videos have reached over 1 million views in just a month, as well as over 500,000 reactions, comments, and shares from parents and kids. It’s now being used by the Department of Education in their effort to educate teachers and children all over the country.
Client: IMMAP Agency: Saatchi & Saatchi
(Source: https://brandinginasia.com/project-unfriend-in-the-philippines-seeks-to-protect-children-from-online-predators/)