Teenagers are constantly being warned about cyberbullying these days, but in Singapore a new campaign has a unique approach to get them to listen to the message--it's asking them to Shazam something.
The music recognition app is targeting teens via a digital outdoor campaign that reflects the hidden agonies of online bullying victims.
Creative via MullenLowe Singapore shows a young boy looking sad and invites passers-by to "Unmute Daniel" via the Shazam app. Unbeknownst to the audience, the Posterscope digital screens actually are emitting a sound inaudible to the human ear, and when Shazam users open the app, it detects it and takes them to a website. There, they can hear the voice of Daniel, who it turns out is being bullied on social media. They will also hear the voices of the bully and of a bystander in the story. All are based on real-life cyberbullying cases that have occurred in Singapore. The website includes advice from Singapore Children's Society regarding cyberbullying and what one can do as the victim, parent or teacher.
The campaign was led by Sergey Mastobaev, associate creative director, and Raul Palhares, senior
copywriter, at MullenLowe Profero. It came about as a result of a discussion on the prevalence of cyberbullying in the country and how more than half of victims do not share their experiences with anyone.