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React to shamers

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Insight 

Being a teenager is tough. It’s when you’re most likely to go on your first date, to have your first kiss, and most likely to attend your first job interview. 

Sadly, it’s also when you’re most likely to suffer your first breakup, experience sexual harassment for the first time or be the victim of shaming – which is no longer confined to the classroom. It’s on social, on mobile – and girls are often too scared to stand up to the bullies.  

Tragically, over the last 10 years such pressures have driven 35% more girls to consider suicide globally. Shaming affects one in five girls. 

This was an issue Always, the market leader in the feminine hygiene space, was passionate about.  

MediaCom realised that Virtual Reality (VR) technology makes anything possible. It lets people experience out-of-this-world activities and try new things – all in a safe and controlled virtual environment.  

And that gave the agency an idea. 

What if it could let girls experience – and overcome – the challenges of adolescence before they had to face them for real?  

One of the biggest concerns of parents is that they can’t prepare their kids for all the experiences life throws at them. That’s critical during puberty when young girls are at their most vulnerable and self-confidence hits the lowest lows due to physiological, hormonal and emotional changes. 

But what if technology, as well as being a weapon for shaming, could also be part of the solution.  

Strategy 

Virtual Reality provided the toolkit to empower girls to be ready for the shamers and prepare them to respond in the most powerful way possible.  

Always' VR experience would give girls an insight into what shaming looks like and what it feels like. It would build their confidence in a safe environment.  

The agency would develop a new form of Virtual Reality: Empowering Reality. This would use video content to create real-life situations that challenged the target audience. It would be Karaoke style with subtitles to help them respond in the right way. 

The launch would be a major event, getting the target involved and attracting a huge audience. 

This would be amplified via digital, using 360-degree versions of the experiences, to recreate the same in-the-room feeling right across the country.  

Alongside this it would seek to earn coverage both via the power of the execution to drive social media content, but also by putting the issue of shaming on the media agenda. 

Execution 

The agency launched the campaign on International Women’s Day with a pop-up VR booth in the centre of Israel’s biggest city, Tel Aviv. 

As girls walked past, it challenged them to try the experience with a powerful rally cry: “Don’t be a bystander, take a stand”. 

Once inside the booth, the videos – developed with local start-up company REACT – made them the lead actors in a drama, with Karaoke-style subtitles telling them how and where to intervene. 

It gave them both the confidence to know what shaming feels like but also the power to respond if they ever saw it again. 

Huge TV screens relayed the drama to the watching crowds. 

These experiences were transmitted across the nation via interactive 360-degree videos on YouTube, targeted at girls watching popular teen content. 

Alongside this the agency built support and coverage for the movement to “take a stand” by creating a national petition to end shaming.  

Results 

Results for this campaign remain confidential at the client's request. 

Have Your Say

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Brand:
Always
Brand Owner:
Procter & Gamble
Categories:
FMCG
Toiletries/Cosmetics
Region:
Israel
date:
March - April 2017
Agency:
MediaCom
Media Channel:
Experiential,Events,Online

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