As part of du Telecom’s initiative encouraging people to #PostWisely, we created a campaign based on 4 real-life tragic viral videos. We flipped the camera, trapping the viewer in the victim’s point of view, so that they could see and feel some of the pain the victims experienced. Above all, we put the spotlight on the thoughtless people behind the camera who chose to capture the tragedy instead of helping.
watch the stories
watch the campaign case
We served the most relevant stories when people searched for graphic content through dynamic targeting on YouTube.
Our mobile content, including Snapchat filters and social posts, was geotagged. Each piece was served in the most relevant location.
including around schools and universities, road locations prone to accidents, and residential areas prone to fires.
near skyscrapers
near highways
residential areas
near schools
We deliberately sparked a public debate about how people interact with social media - a bold move from a company that depends on people to use our internet and data services.
Our PR plan intended to amplify the public conversation around the topic of tragic online content. What we managed to achieve was a movement that organically grew and ultimately drove a conversation among customers, media, influencers and even the government authorities who endorsed the campaign and used it as a springboard to reinforce new online media regulations that "protect the privacy of individuals and safeguard the public from harmful material.
After successfully launching the videos that addressed the negative impact of posting people's misfortunes online, and questioning the motives behind the camera lens, du was invited by the authorities for an educational roadshow at Universities and Schools in the UAE. Psychologists, media experts, government authorities and academics as real-life heroes who saved or helped people in negative situations discussed the release of four compelling videos and their main message; #PostWisely.
Special versions of the films were activated in VR.
We isolated viewers from their surroundings, capturing them inside the stories, amplifying the emotions as they relived the victims’ experiences.
Grand Prix
3x Film
Silver
3x FilmCraft
Shortlist
Integrated
Shortlist
PR
Shortlist
Telecom
Shortlist
Film
campaign credits