The #digitalpænt (which translate to digi-talk-polite) school competition is a yearly initiative by Telenor, that aims to prevent bullying on social media amongst 9 to 12 year olds.
For the fourth time, Format helped activating the campaign. This year we designed an analogue board game with the purpose of making students aware of how using negative language online affects the receiver and is experienced as bullying.
The game was downloaded and printed out by the class teacher and handed out to the students in smaller groups. It simulated conflicts that the students know from their own online life. Each student played a given character who took part in an “online” chat based on a set dilemma. The chat developed into dynamic written correspondences containing conflicts, that the students at the end discussed and found solutions for.
Along with the game came a guide for the teacher on how to facilitate the process and discuss the outcome of the game with the students in a constructive way, so that the class together decided on how to handle and prevent digital bullying.
Based on the outcome from the game, the students produced short videos about digital bullying, that they sent in to a film competition. 123 videos were sent in to Telenor, who in collaboration with the Media Council for Children and Young People, chose five regional winners.
The videos functioned as content that Telenor used to spread their message about digital bullying and document their CSR initiative. 8215 students were engaged in the campaign. It generated a great deal of PR; 3,5 million impressions, 3222 engagements on Telenor’s social media channels, and was positively mentioned in public media with 12 articles, 6 tv spots, 28 radio features, and 5 posts on public media social platforms.
97 percent of Telenor employees asked in a survey said that the #digitalpænt initiative makes them proud of working at Telenor. And 98 percent of the participating teachers reported that they found the campaign to have positive effects on the students and many reported that they intent to use the campaign material after the competition.
Changing digital behaviour and minimizing digital bullying
Students in the age 9 to 12
Communication creates a channel for messages and narratives between companies, organizations and their target groups.
Conferences are physically facilitated communication between a large group of people, consisting of senders and participants.
Meetings are structured, physical communication between people, within a defined framework, that transforms knowledge into specific actions through decisions.
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