Telenor wished to utilize their participation at Folkemødet 2017 to place focus on digital bullying, by activating the #digitalpænt campaign.
Folkemødet has become very popular in the space of a few years, and is visited daily by more than 25.000 people. More than 800 operators are present at Folkemødet, each seeking to drive attention towards their work and messages, so competition is hard when trying to attract the attention of the participants and the surroundings.
Format entered into cooperation with Telenor to shape their participation at Folkemødet, to create maximum attention regarding the subject both at Folkemødet and not least on social media, by using the debates as content to communicate the important message digitally.
Format provided consultancy regarding the development and preparation of two debates which took place at the IT-industry’s IT Parat ship in Allinge harbor. Format contributed by ensuring a sharp focus on purpose and results, using Folkemødet, the subject and relevant target groups as points of reference. Format also produced scripts for the debates and provided sparring on the practical conditions during the planning and execution.
The two debates were targeted towards children in the 5th and 6th grade and adults with the themes ”What must children put up with online?” and “are you a rolemodel or a SoMe hypocrite?”. The debates were facilitated by Sofie Østergaard from DR Ultra, and the panels contained representatives from the target groups – people with both positive and negative experiences from the internet, as well as people who had expressed clear opinions of their presence on social media.
The debates became quite the attraction at the harbor as well as on social media. The audience consisted of more than 400 people for the two debates and on Facebook, both live streaming and regular posts with messages and videos were popular. The debate content achieved an organic reach of more than 800,000 with average viewings of twice the length of the Facebook average.
The debates have thereby contributed positively to creating attention and debate on the subject and therefore also on fighting digital bullying among Danish children.
Educate children on how to behave on digital platforms and avoid digital bullying
Children from 5th- and 6th grades
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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