Unicorns vs Haters
Cyber-violence has never been stronger and daily between teenagers. Studies proved that traditional campaigns don’t catch haters’ attention. This young audience is already used to the dramatic type of tone of voice and doesn’t care anymore. That’s why Respect Zone tries to educate young people at school and online. It also tries to involve and raise awareness among all web actors. The brief: create a digital campaign that catches directly haters’ attention, to raise awareness among them and make them change.
Country : France
Agency : J. Walter Thompson Paris
Advertiser : Respect Zone