In July 2015, UNICEF launched the 'Surf Safe' Campaign. This initiative invited adolescents and youth to think about their behaviour online, and to produce and share content with creativity and respect.

Based on a comprehensive survey regarding digital habits of teenagers online, a broad strategy was presented involving elements and familiar dynamics of the adolescents' universe.

The idea instantly caught the eyes and engagement from Google, SafeNet and many NGOs, that partnered with us to deploy one of the most efficient viral campaigns in Brazil.

Starting with teasing (recorded and live) videos from Brazilian You Tubers Jout Jout e Pyong Lee on topics like sexting, bullying, trolling, setting up the tone, the trending topics picked up fast and were instantly engaged by other famous online celebrities.

Teens voluntarily started sharing sensitive and emotional stories and PR return was just a matter of days. 'Surf Safe' was everywhere - from prime time TV News to Blogs, to magazines, but mainly: the topic started discussions in classrooms and schools all over the country.

A campaign that was certainly able to create a social movement and help kids learn that their lives are theirs'... until they share them.

What I did


Creative Direction
Social Strategy
Influencer Marketing
Gamification
Live Marketing

What I did


Creative Direction
Social Strategy
Influencer Marketing
Gamification
Live Marketing


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#InternetSemVacilo #SurfSafe

And other You Tubers engaged instantly and entered a contest.

Users shared emotional stories...

And the campaign took-off beyond the social space

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