#ProjectUnfriend by Saatchi & Saatchi

Date: Jun 2019
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The Internet and Mobile Marketing Association of the Philippines (IMMAP) has launched a campaign that teach teenagers about the risks of being online.

The campaign, called ‘#ProjectUnfriend’ and created by Ace Saatchi and Saatchi, aims to educate 13 to 16-year olds on cybersafety how to be responsible when using Facebook and at the same time, encouraging their friends to do the same.

To do this, the IMMAP created four Facebook accounts and accumulated more than 300 friends that had profiles that fit the demographic. Every friend in all four accounts were then personally messaged and led to the official video and page on the campaign after three months.

The campaign also featured two films that were targeted for parents and teachers and another that talks to children and teenagers, reaching over a million views in just a month, as well as over 500,000 reactions, comments and shares from parents and kids.

According to the IMMAP, the campaign is now being used by the Philippines’ Department of Education in its effort to educate teachers and children all over the country.

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