For the third year in a row, Format Agency helped Telenor with the activation of their campaign #digitalpænt.
For the third activation, we wanted to inspire action against digital bullying, or rather a change in current behavior patterns - while the first activation secured awareness of the problem, and the second activation acquired acknowledgement.
Together with Telenor, we created a thorough set of teacher material (and additional material to parents), available on a dedicated landing page. The material guided teachers through discussion points and exercises, based on realistic cases. The material had a specific flow that would guide the students to reflect on the right actions in certain digital bullying situations, whether you are the victim, bystander or the actual bully.
All these actions were then manifested in a physical ‘action plan’ that would act as an agreement amongst the students on how to behave in a digital bullying situation.
In order to spread the word and generate immediate motivation for teachers to include the material in their teaching plan, Telenor issued a nation wide school competition, urging students to share their finished action plan.
The winning class won an intimate school concert with a popular Danish singer, Albert Dyrlund, which they could share with their entire school.
Format helped with conceptualizing the material, producing the material, testing the material, producing promotional content, execution of the school concert and producing re-cap content for Telenor’s internal channels as well as their social media channels. The third installment of the #digitalpænt campaign achieved 2,15 million views on Facebook, 3600 likes, comments and shares as well as positive comments from teachers, where 9 out of 10 shared that working with digital bullying acts preventively.
Inspire children to stop bullying on digital media platforms
Children in middle school aged 9 to 13
Approximately 3000 kids worked with the material
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