2020/2021 Winners & Shortlists

Background

Salamatak is a joint public health awareness family-focused initiative from the countries of the Gulf Cooperation Council. It has established a wide acceptance and a deep-rooted legacy since its first release on television in the early 1980s. This episode “Cyberbullying” marks the transformation of Salamatak and its new identity and revamped strategy “digital-first”, where it addresses a common and severe issue in the digital world. With the middle east ranking high in the prevalence of bullying worldwide, and given the prevalence of nicknames in schools, the objective of this episode is to create awareness around the following topics in an informative documentary-style video that features expert interviews: -What bullying and cyberbullying are and differences between them -Cyberbullying’s childhood and upbringing roots -Effect on victims of cyberbullying -How to protect children from cyberbullying -How to deal with cyberbullies and the legal actions that can be taken

Describe the strategy

Workshops and focus groups with victims of cyberbullying, SM influencers, and experts ( Doctors, therapists, researchers ) were conducted to identify the topics that needed to be tackled in the video. The content was developed based on the gathered data and shared with the experts to review and give feedback. (consumer demographic / individuals / organisations), M/F ,18-49. -The video was released on Twitter, IG, and YouTube, where cyberbullying is evident, and where bullies and their victims are. -Stages of engagement span from awareness, consideration, and preference, to action, loyalty, and advocacy. During the research phase, it was identified that this topic is currently at a very early stage “awareness”, so to ensure maximum efficacy, we made sure that the content laser focuses on moving the TA from the awareness to consideration phase, where they would understand the issue and have a clear action plan on what to do

Describe the execution

The execution phase spanned over 2 weeks, where the content and a list of potential guests were shared with a producer, who worked closely with a director and an animator to develop the visuals and conduct the guest interviews. The first and following drafts were shared with the initial committee of experts who suggested changes and gave continuous feedback that was incorporated into the final draft of the video.

List the results

The episode was shared on different social media channels and amassed 995,300 views collectively on Twitter, Instagram, and YouTube. Cutdowns of the video were published on Twitter and Instagram and amassed 2,661,022 views. The main video was also organically picked up by a famous TV show (Al-Liwan with Abdullah Almudaifer on Rotana Khalejia) where he and a leading psychiatrist (Professor Abdullah Alsubaie) featured the video to support one of the professor’s arguments.