Dairy Milkurges Gen Z to take a stand against cyberbullying, One ‘ Purple Heart’ at a time.
- More than 1 in 2 victims felt that they weren’t supported by their friends when they were bullied in the cyberspace.
Commenting on the launch of the second edition of the campaign,
The second edition of the campaign roots from the insights drawn from a recent poll conducted by Cadbury Dairy Milk in partnership with Inshorts. Out of the total 1.7L participants, 42% of them said they were cyberbullied and 55% said they weren’t supported by friends when cyberbullied.
The campaign through its digital films builds a strong case for the need to speak up when witnessing cyberbullying. The videos show the victims in a vulnerable state after being subjected to bullying and the viewer is nudged to take a stand and support the victim by clicking on a link on the video. Basis the action or inaction of the viewer, multiple sequences of instances are generated from the victims’ life. If the viewer clicks the link to post a Purple Heart for the victim, they are shown how relieved the victim feels in real time. However, if the viewer ignores the message or skips the pre-roll ad, they are targeted by another ad which shows the victim becoming even more affected from the bullying. This algorithm has been adapted to other social platforms including Facebook, Instagram, and audio platforms like Saavn, Spotify helping break the fourth wall and interact with viewers by making them a real time bystander to bullying.
Commenting on the campaign,
The campaign is supported through multiple integrated marketing elements including influencer outreach. Additionally, Cadbury Dairy Milk has also partnered with a leading cyber psychologist to lead workshops with 20 campuses in the country. The key focus of the campus engagements would be creating awareness and highlighting the various tools available for youngsters to handle bullying in the cyber space.