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Shazam Entertainment: Unmute Daniel by MullenLowe Singapore

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‘Unmute Daniel’ is a digital campaign that utilises technology to communicate with their target audience of youths and their parents. The campaign mascot, Daniel, represents every child who has experienced cyberbullying.

To make Daniel and other children speak up, the ‘Unmute Daniel’ campaign turns to technology, a medium that has once silenced them, to give them a voice.

The campaign utilises media screens, that project a sound with a frequency inaudible to the human ear, and display a message by Daniel encouraging people to open the Shazam app on their smartphones.

Once the sound has been detected by the Shazam app, it links to the campaign website unmute.sg, which shares the story from the perspective of Daniel, the victim, as well as of the bully and bystander. These are based on actual cyberbullying cases that have occurred in Singapore.

The website contains scenarios and advice from Singapore Children’s Society regarding cyberbullying, and what one can do as the victim, parent or teacher.