As a telecommunications provider, Telenor has sought the opportunity to influence the online rhetoric and behavior made available to children through internet devices. Through their global campaign Use Heart, which started in Norway in 2009, Telenor has educated children on how to act online and avoid digital bullying. Since 2009, the Use Heart campaign has been introduced in 12 countries, and this year Telenor Denmark became the 13th participant in the campaign and Format assisted with conceptualizing, coordinating and executing.
Telenor Denmark’s Use Heart involvement was given the name #digitalpænt and the first initiative under the #digitalpænt umbrella was an event for 1400 school children between 9 and 13 years old and their teachers. The event was held at Tivoli Koncertsal with a program that included experts within the field, from Red Barnet and UNICEF as well as entertainment from standup comedian and professional speaker Oluf Christensen and the Danish band L.I.G.A. The popular DR Ramasjang host, Sofie Østergaard, facilitated the event and interacted with the children during the program through voting cards, group interviews on the stage and personal interviews. The children expressed very positive reactions to the event and the communicated content.
‘I think that we will be more aware of stopping bullies in the future’.
Student from Kornmark Skole 6.A.
All the children received a bag with several anti bullying materials after the program, which were given to activate the information the children had learned and thereby incorporate it in their online behavior. The bag included a bracelet inspired by ‘Livestrong’ but with the #digitalpænt message on it instead, a fridge magnet for reminding the whole family to #digitalpænt, UNICEF’s ‘The Convention of the Rights of the Child’, Red Barnet’s newly released book ‘Mobningens ABC’ and a flyer that presented the topics of the program as discussion points for the family.
Format helped transform the global Use Heart campaign to fit the Danish market under the #digitalpænt name. Furthermore, Format delivered full implementation including technical set-up, conceptualization, program design and venue design, as well as planning and executing the #digitalpænt event through handling of venue, presentations, branding, entertainment and preparation of speakers.
Introduce #digitalpænt to schoolchildren and educate them about digital bullying
Children from 4th, 5th and 6th grade and their teachers
Communication creates a channel for messages and narratives between companies, organizations and their target groups.
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