Based on the algorithm of people’s purchasing behavior on the Internet, banners chased these individuals throughout the day whenever they accessed the computer/smartphone. We detected their vulnerabilities (obesity, for example) and bombarded them with banners containing offensive messages, as if it were someone bullying them. The idea was to repeat on the digital environment the same violence that torments the victims of bullying in real life.

We started on the World’s Anti-bullying Day. The implementation was carried out by a partner DSP (Wake up) that inserted the banners and segmentations according to the plan. Firstly, e-commerce sites were mapped out to detect people’s online purchasing profile. From the reading of this data, we were able to impact them in a precise way, directing specific banners to each one. The message was always related to the product they had searched for. This mechanics lasted enough time to make the person feel chased. Only in the end, a message explained that the bullying also works like that: chasing people. Each profile was impacted 4 times during the campaign. At least in 3 different moments, people were chased by banners that bullied them. After 3 moments, a banner was delivered explaining the chasing and directing people to Plan International’s website.

Reach/Engagement: During the campaign period, site traffic increased by 1155x compared to a regular period directing people to the Plan International’s website to learn more about the subject and to find out the best way to approach the issue of bullying with children.

Sales: Hundreds of parents downloaded a booklet that teaches them how to approach the topic with their children and teach them that bullying is wrong.

Achievement against business targets: We brought an awareness message to people in an unexpected way and encouraged the dialogue between parents and their children. Besides that, we provided educational information to better educate the next generation.