To break the silence of the victims of cyberbullying, Samsung Electronics Italia creates the first dedicated instant messaging helpline based on the same tools that spread cyberbullying, in collaboration with a team of psychologists and Italian State organizations. The operators team includes expert and qualified psychologists, and the service is available Monday to Saturday from 14.00 to 20.00. Minors and parents can text the toll-free number 393.300.90.90 if they are in trouble and concerned about a situation they cannot cope with or manage.

To launch the instant helpline and make italians aware of it, Samsung Electronics Italia gave up for a whole day to all its communication channels over the Italian territory, to highlight the worst consequences that cyberbullying could provoke to teenagers. On October 19, 2015, Samsung turned off all its media power, online and offline. V.I.P., youtubers and influencers have received a kit with all informations and materials to support #OFF4aDAY. The campaign has created a strong social interest and millions of people turned off the profile picture of their personal accounts on the social networks, as Samsung and the influencers did, giving great visibility to the new helpline.

The campaign changed the behaviour of the teenagers and their parents because the helpline received 2.000 help requests in the first 24h only; 40 millions of media impressions to OFF4aDAY; Google search interest on the word cyberbullying +60%; about 50 VIP and influencers spontaneously supporting Off4aday; Both the Presidents of Culture and Education Commissions, Chamber of Deputies and Senate tweeted the hashtag #OFF4ADAY, that became trend topic of the month. In 24h Samsung Facebook page has obtained 5K new fans; from Public affairs perspective, 4 ministers, the Pediatric centre of Fatebenefratelli hospital, Italian Bank Association and Milan State University have asked Samsung Electronics Italia to explore possible synergies; to support the turning off, Samsung’s employees made a video that has been elected as the most engaging video of the week.