Campaign details
Brand: VivoBrand owner: TelefónicaLead agency: Wunderman, Y&R Sao PauloCountry: BrazilIndustries: Telephone & internet servicesMedia channels: Online video, Search marketing, Social mediaBudget: Up to 500k
Executive summary
Brazil is the land of happiness. But online, it is a very different country, with five million hate tweets a year. The #rethink2018 venture is an anti-cyberbullying project by Vivo, Brazil's largest telco, in partnership with Google.
First, we invited real people who have suffered cyberbullying (e.g. a refugee, a plus-sized girl) to be part of a full campaign,...