Google: Defeating cyber bad friends together

Google adopted the play-to-learn principle in its adventure-packed training experience "Be Internet Awesome" to invite children and guardians in Vietnam to learn about internet safety risks in a creatively stimulating way, and earn endorsement from relevant government and NGO organisations.

Campaign details

Brand: GoogleAgency: Dentsu CreativeRegion: APAC

Strategy

Objective

Vietnam ranked 28/30 countries in the Global Child Online Safety in 2020. As the Internet is an unmissable part of modern children's growth, the government was in need of making Internet safety widely understandable and engaging for children, who explore it 5-7 hours every day but are not taught about Internet safety risks until 13 years old, and their guardians (parents and educators).

Google stepped in to help by transforming children into confident cyber heroes in an adventure-packed training experience 'Be Internet Awesome', which operated on...

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