Ad of the Day: Shazam tackles cyberbullying in Singapore with 'Unmute Daniel' campaign

Shazam has unveiled a new campaign that addresses the issue of cyberbullying in Singapore.

The campaign, called ‘Unmute Daniel’ and created by MullenLowe Singapore, makes use of media screens to project a sound with a frequency that is not picked by the human ear to display a message from Daniel, asking people to open the Shazam app to detect the sound.

Once that has been done, users are directed to unmute.sg, which shares the story of Daniel, as a cyberbullying victim, as well as of the bully and bystander. The account is based on actual cyberbullying cases in Singapore.

The website shares tips from the Singapore Children’s Society about cyberbullying, and what one can do as the victim, parent or teacher.

“We are thrilled to be partnering with MullenLowe Group on such an important pro-social initiative. It would certainly be 'music to our ears' to know we have done a little to help replace silence and fear with awareness and hope for those affected by cyberbullying,” said Steve Sos, Shazam’s APAC managing director.

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