PROBLEM
The National Center for Safety Internet indicates a lack of recognition due to inconsistent communication, which focuses predominately on presenting facts and figures.
Strategic Approach
Aiming to provoke empathy and engagement, we created a positive campaign using attention-grabbing metaphors and friendly slang.
Visual Direction
By transforming the iconic Internet letters WWW into dangerous teeth, we emphasized that the most innocent ones might be in danger.
We represented the main problems related to different age groups with three symbolic images:
- PREDATORY FISH: online harassment
- PREDATORY FLOWER: inappropriate content
- WILD BEAR: sexting
Messages
The most colorful ones may be the darkest.
The most passive ones may be the most vulturous.
The cutest ones may be the most dangerous.
EVERYONE IS EVERYONE ONLINE.
National Center for Safety Internet.
Where is a problem, there is a click.
AD: Sonya Popova I CW: Galina Dabova I MD: Evelin Dimitrov I PM: Angel Kasparyanov I PM: Elena Baycheva
