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In Argentina, 6 out of 10 kids have been cyberbullied. Unlike traditional bullying, cyberbullying can follow its victims everywhere, because it is online. However, 75% of children who suffer from cyberbullying never talk about it, thus limiting adults and peers to detect the signs.

Movistar, one of the largest mobile phone company in Latin America recognized the natural relationship that telephone brands have with the problem as cell phones are the most used media for this type of harassment. Their objective was to create a campaign that would raise awareness of this issue by aligning it with their brand platform: “Choose to take care”.

We need to provide children and adults with tools to identify the problem so they can help before it’s too late.

The campaign was launched the week prior to the International Day of Action against Bullying and Violence. It’s 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 ending would bring up a relevant message and call to action.