KIDS HELP PHONE
BEYOND THE PROFILE PICTURE
Role / Concept + Art
Client / Kids Help Phone
Agency / J.Walter Thompson, Toronto
Credits / Ryan Spelliscy, Lynn Sparrow, Caroline Clarke, Tom Feiler
Year / 2016
It was becoming increasingly apparent that the joyous lives portrayed in social media posts often masked the grim realities faced by many teenagers.
This harsh truth was underscored by the tragic story of 15-year-old Amanda Todd, who took her own life in 2012 after enduring severe cyberbullying.
We carefully crafted two seemingly ordinary social posts portraying teenagers amidst their everyday life.
Viewers were prompted to tilt their phones to reveal 360-degree panoramic views
that exposed the underlying issues of ridicule and turmoil beyond the happy facades.
CASE STUDY
THE ROLL-OUT
Launched during Bullying Awareness and Prevention Week, the campaign used sponsored posts designed to mimic real posts from friends and family, encouraging viewers to look deeper into the lives portrayed online.
THE RESULTS
19,000 of our target gamers
visited the virtual island in just 4 days
45 million earned media impressions
Officially accepted as a part of the
National War Museum’s interactive exhibit.
Through the ‘Beyond the Profile Picture’ campaign, we urged our community to see beyond the surface, revealing that the true stories of our youth can be much different from what is shared online.”
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