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Social media isn’t all memes and funny dances. It’s also a place of intense bullying. The bullying that once happened in the schoolyard where adults could see it, has moved to mobile phones and computers where it happens out of sight.

The non-profit organisation Friends conducts a vast amount of research about bullying. Their 2020 report found that 40% of all children and teenagers in Sweden had been bullied online. And nearly half of them had never told an adult about it. Research has also shown that adults taking action is absolutely essential if bullying is to be prevented. But, for that to happen, adults actually need to be aware of it. Awareness is the first step towards action.

Friends sought to reveal the extent of hidden cyberbullying to all adults. Authentic notifications from bullied children’s personal mobile screens were streamed to thousands of Ocean screens in cities, malls and stations across Sweden. The notifications popped up on top of the regular adverts, giving adults a glimpse of an unknown reality, and the awareness needed to act.

This campaign is a masterclass in how to leverage the technical capabilities of DOOH to deliver an important message. Ocean has long believed in using the extraordinary broadcast power of DOOH to help charities and causes who rely on public awareness. DOOH’S very nature, and its ability to prime other media, made for a compelling solution.

The campaign resulted in high engagement and demonstrative results. The campaign was picked up by Sweden's biggest TV station (SVT), Sweden's biggest radio network (SR) and by several newspapers. Interaction on Friends social media channels increased by roughly 400% and traffic on their website by 242%. Most importantly, the new Friends Annual Report shows that awareness of cyberbullying among adults has increased by 14%.