BULLYING - IN VIRTUAL REALITY

Bronze Eurobest

Case Film

Presentation Image

ClientUR (THE SWEDISH EDUCATIONAL BROADCAST COMPANY)
Category A04. VR Experience
TitleBULLYING - IN VIRTUAL REALITY
Product/Service"DET HANDLAR OM DIG". TELEVISION SERIES ON THE SUBJECT OF BULLYING.
Entrant McCANN STOCKHOLM Stockholm, SWEDEN
Idea Creation McCANN STOCKHOLM Stockholm, SWEDEN
Credits
Name Company Position
Per-Olof Lundgren McCann Stockholm Creative Director/Copywriter
Emmeli Österdahl McCann Stockholm Creative Director
Petra Wiik McCann Stockholm Art Director
Maria Widström McCann Stockholm Account Manager
Carl-Johan Schultz McCann Stockholm Account Director
Petra Nilsson McCann Stockholm Final Artist
Hannes Falk McCann Stockholm Editor
Markus Ahlm Colony Executive Producer
Jenny Serneholt Colony Producer
Erik Lindahl Colony Post Production
Stefan Ström ArtOfficial Agency Chief Editor
Måns Månsson Giants and Toys Director
Bo Gustafsson Media Monks VR Director
Linda Östlund Media Monks VR Producer

The Campaign

It’s hard to ignore someone else’s reality when it becomes your own. So lets bully as many as possible. Using virtual reality we produced a tool that makes bullying impossible to ignore. No matter who you are. To promote it we invited some of the most influential people in Sweden to experience the everyday reality of a bullied kid. Through virtual reality a new and shocking perspective of bullying was made available for everyone.

Creative Execution

We created one campaign film to spark awareness. To bring curiosity about the “experience” we left much of the virtual reality content out, in favor of people's reactions from the experience itself. We asked different influencers to spread the film. Both people directly involved in the experiment but also others involved in issue of bullying. Through bloggers, Facebook and twitter the film and the virtual experience became viral. Via YouTube 360, Facebook 360 or via an app SVT360, we launched the virtual reality experience as a 360-solution for people to be bullied themselves. The platform for the campaign was UR’s Facebook page. The campaign were also distributed on YouTube. All campaign components were launched the first day of the campaign and the media budget was executed the day after. The campaign started 6th of April and ran two weeks. But the virtual reality experience will be available for anyone indefinetly.

- 20% reach of the Swedish population in 4 days with a media budget of €400. - 244 000 people volunteered to be bullied in VR. - Teachers are requesting the project to be integrated into the school curriculum. – Engagement rate 16%

Strategy We started the project by making deep interviews and conducted web surveys to get an understanding on the problem. Regardless story or situation, answers were the same. People don't have tools to handle bullying situations and therefore it's easier for them to close their eyes than to act. Especially among adults, who are responsible for well being of kids in school. It’s the adults that have the power to make a change, care and stand up for all kids being bullied. We wanted to reach both young people, teachers, parents and influencers The best platform to find these target groups and to create engagement was on Facebook. We decided to produce a tool that brings insight to what it’s like to be bullied. We wanted to give people a tool and an experience they can't ignore. Through virtual reality we made bullied kids reality real.