Sharenting (noun): informal

The habitual use of social media to share videos, images and information of one’s children.

This new term, although unknown by Argentines, is a prevalent issue in the country's digital landscape. Shockingly, 81% of children under six months old already have a digital presence online, and by the age of five, a typical parent will have shared around 1,500 photos of their child. Unfortunately, approximately 8/10 parents continue to post about their children on social media without considering the risks involved.

This excessive overexposure of children, often shared without considering children's opinion on their digital print, has serious implications both on children's security and self-esteem. Sharenting can lead to grooming, bullying, impersonation, and other harmful consequences for them.

Yet, in Argentina, parents remain unaware of this issue.

We found an opportunity in one of the events that gathers the most sharenters per square meter: school plays and musicals. These pedagogical events for children, where the overexposure multiplies, can be turned into a creative platform to engage both children and parents in a fun and educational way, promoting responsible sharing of children's material on social media.

With that insight in mind, we leveraged the power of storytelling through a school musical and created a relatable scenario where children taught their oblivious parents about online safety.

When researching about Sharenting, we came across an under-explored issue caused, without any wrongdoing or knowledge, by those who should be taking care of children in the first place.

Although parents have good intentions, they may unknowingly put their children at risk due to their sense of pride. So, one of our biggest challenges was to make them aware of potential dangers while still acknowledging their desire to support and celebrate their children. How can we raise awareness without scaring parents or judging them? We found the answer in giving voice to those affected by it, their own children, and turning them into educators.

Sharenting but also some best practices to avoid it. We directed viewers to a landing page specifically created for this campaign: https://www.sharentingmovistar.com

Understanding that we needed to expand our campaign reach we enlisted the help of two renowned scriptwriters in the country, Emiliano Dionisi and Matias Dinardo, to bring these musicals to life. Together, we co-created two royalty-free scripts, one for ages 6 to 8 years old and another for ages 9 to 12, for children to perform them in their schools. These scripts are hosted on the same landing page, which also features special props and material guides for the musicals: templates for posters, playbills, masks, music scores, and more.

Soon schools in Argentina began to join the project.

Beyond raising awareness about the potential dangers of Sharenting, the campaign proved to be a success by generating real interest in society. We’re already expanding the campaign and our school musical across Latin America with several music, but so far, the campaign reached local and international media outlets, while also achieving:

+543M impressions

+12M organic reach

+100M views

+ 215,000 users in our Sharenting page to date

Our positive sentiment increased to 98%

The same impact was registered in Sharenting’s Google searches in the country, which skyrocketed both during our campaign period and prior to the start of the back-to-school season in Argentina. Proving we were able to this issue on the Argentine agenda.

​Finally, through our campaign, we significantly increased our sustainability attributes by +16 points during the period when the campaign aired. Proving, once again, Movistar's unwavering commitment to creating safe digital environments.