2020/2021 Winners & Shortlists

Why is this work relevant for PR?

Through the use of PR, we had to inform / or raise awareness and create a hype with children and parents about the effects of bullying while providing them with practical ways to counter it. Our PR approach included a press conference, digital and editorial content, influencer engagement and on-ground educational activations. - Anti-bullying song and music video aired on Cartoon Network TV and social channels performed by YouTube star singers; Rawan and Rayan - 30 educational sessions at 15 schools in partnership with psychologists reaching over 6000 students - PR including a press conference, influencer marketing and editorial content

Background

The objective of the ‘CN Buddy Network’ campaign was to raise awareness about the importance of the issue of bullying in the UAE by INFORMING kids, parents and teachers about bullying and how they can identify and address it and EMPOWERING kids to speak up against bullying and to be aware of their own actions and of bullying happening around them.

Describe the creative idea (20% of vote)

The ‘CN Buddy Network’ campaign with the slogan ‘Be a Buddy Not a Bully’ focused on highlighting the positives of friendship ‘Be a Buddy’ and inclusion through a series of content. The campaign also used specially designed / bespoke animated characters in three videos to portray situations children are exposed to whether they are bullied, bullying or observing a bullying incident. We also partnered with YouTube sensations Rawan and Rayan who appeal to a great segment of our audience to create a music video that encourages children to ‘Be a Buddy Not a Bully’ the song has been viewed more than 6.5 million times so far. Furthermore, we conducted more than 30 school workshops with certified child psychologists covering more than 6000 students across the UAE

Describe the PR strategy (30% of vote)

The ‘CN Buddy Network’ campaign targeted children aged 5 to 12 along with their parents and teachers at local schools and institutions. This is the same age group Cartoon Network as a channel targets with its TV, Digital and Social content aimed to champion kids be themselves. As a children focused channel, we wanted to give back to our audience and start a conversation around a serious issue they face during their childhood – bullying. We started with a research that showed that 85% of parents with children aged 6-12 years surveyed in the UAE are aware that their child has been or currently is being bullied either physically, verbally, or on social platforms. Our approach included the development of a digital content, a music video, school workshops, PR activities, media relations, and social media influencers’ collaborations. Key messages: CN is empowering children to speak

Describe the PR execution (20% of vote)

The ‘CN Buddy Network’ campaign launched in October 2019 to Jan 2020 and included the below elements: - Digital website and content on CN social channels with campaign messages including three videos created using Cartoon Characters depicting the bullied, bully, and bullying observer - Arabic Anti-bullying song and clip with English subtitles created in partnership with Sony Music and aired on Cartoon Network TV and social channels performed by YouTube star singers; Rawan and Rayan - 30 educational sessions at 115 schools in partnership with three psychologists reaching 6000 students - Anti-bullying school kits (Buddy Kits) including various games and tools to engage children in anti-bullying activities – these kits were distributed to social media influencers, media, and children during school workshops. - Press Conference inviting leading media publications and influencers in the UAE hosting Cartoon Network, Psychologists, and Sony Music

List the results (30% of vote)

Music video: 6.5 Million Views Earned Media (PR Value): 1M USD X 85 print and digital clippings Coverage appeared in the top tier 1 media outlets such as Virgin Radio, Al Arabiya, Sky News, The National, Gulf News, Al Khaleej 10 one on one interviews with CN spokesperson around the CN Buddy Network campaign All the coverage generated from the press was positive and leveraged the campaign’s messages accurately Influencer Engagement Results: Engagement = 248K Likes + 7500K Comments and 421K views