Unicef South Africa in partnership with Ster-Kinekor Cinemark, have launched a campaign that focuses on the harmful effects of online bullying on children and young people.
The video shows a phone on which a “conscience feature” exists to guide a user who wanted to send the offensive message “OMG! Stacy is such a slut!” to a group of friends.
The phone then gives the user automated info messages such as “Do you realise this message could push her over the edge…” explaining the harmful effects of online bullying.
The user then selects prompts which hopefully leads them to stop sending the message, and the video ends contrasting it with how messaging unfortunately does not have the feature and the message ends up being sent to the group.
Rayana Rassool, Communication for Development Specialist at UNICEF says the video highlights the effects of bullying not only on victims but also hopes to interrogate the actions of those doing the bullying.
WATCH: Do you know the harmful effects of online bullying to children and young people?
The Cannes Lions Festival’s local representative, Cinemark, announced its participation in this year’s Cannes Young Lions competition for 2017.
Two young women, Amri Botha and Carina Coetzee, from Cape Town-based agency Ninety9cents, are the brains behind the commercial and have earned themselves an all-expenses paid trip to attend the Cannes Lions International Festival of Creativity in Cannes, France.
The pair's winning commercial will also be flighted in Ster-Kinekor cinemas and will be used by Unicef South Africa to boost its current anti-bullying campaign.
Young professionals or freelancers (for example, an art director and a copywriter), who are currently working in a creative communications, advertising or digital agency in South Africa were asked to to create a 60 second commercial for Unicef South Africa, in response to its current campaign on bullying, but more specifically, to the current social media focus on cyber-bullying.
Listen here for the full interview.