For telecom companies, social media data is an increasing source of revenue-- but it also brings with it trolling and cyber-bullying. Brazilian telecom brand Vivo decided to confront the issue head-on in a new year's campaign that encourages people to be more positive on social media in 2018.
The spot, created by Y&R Sao Paulo for the Telefonica-owned brand, tackles the topics that were the most divisive in Brazil in 2017, including immigration, diversity and sexual harrassment. Juxtaposed against images of various recipients of cyber-bullying (the film casts real life people, not actors, who have suffered from trolling) is text mimicking a search bar with someone writing a mean comment; however, the final word is then replaced with several more positive suggestions.
For example, next to footage of a man with Down's Syndrome performing gynmnastics, the words "You have limitations" are changed to "You have potential/talent/future." While next to footage of an older woman takiing a selfie, the comment "Selfies at that are age are ridiculous" replaces the final word with "current/beautiful/normal."
The commercial, which broke on Brazilian TV Dec. 19, has already struck a chord with Brazilians, reaching over 30 million views on YouTube in just five days -- while its hashtag, #repense2018 (#rethink2018 in English) has become a trending topic.
Online, Vivo used media technology Vogon to serve viewers different versions of the commercial, targeting people who were identified as having suffered from certain kinds of bullying by putting the montage in a particular order. So, for instance, families of Down's Syndrome kids saw the Down's athlete first.