Project Re-Search - Beyond the Blue Whale Challenge by Dentsu Webchutney

Date: Feb 2018
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Dentsu Webchutney aims to increase mental health awareness in India with its latest campaign, Beyond the Blue Whale.

The initiative aims to divert the traffic from the search of Blue Whale Challenge on Google to topics like anxiety in children, bullying and depersonalisation. Webchutney's initiative Project Re-search used the attention that the Blue Whale Challenge was receiving, and directed it to mental wellness. The initiative first identified the top 22 Blue Whale keywords and targeted ads only to users above 18 years, searching Google with these keywords.

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