- Cadbury Dairy Milk launches campaign on cyberbullying
- The campaign started back in 2019 and the next phase “HeathTheHate” is now live
- Out of 1.7 lakh participants, 42% said they were cyberbullied at least once
The chocolate brand Cadbury Dairy Milk, owned by Mondelez India, has rolled out the next phase of the #HeartTheHate campaign which was initiated in 2019. The campaign confronts cyberbullying and encourages the audiences to express generosity, an act close to the brand’s narrative.
The 2nd edition of this campaign takes stems from the insights drawn from the recent poll conducted by Cadbury Dairy Milk in partnership with Inshorts- a news company.
Out of the total 1.7 lakh participants, 42% said they were cyberbullied at least once and 55% said they were not supported by their friends when cyberbullied.
The campaign, which has been created by advertising agency Ogilvy India, through its digital films build a strong case for people coming together and speak up when witnessing cyberbullying. The videos show the victims in a vulnerable state after being subjected to bullying and the viewer is nudged to take a stand and support the victim by clicking on a link on the video.
Friendship is all about being there for each other. Let’s leave Purple Hearts💜 below mean comments and support our friends against cyberbullies. #HappyFriendshipDay #FriendshipDay #CadburyDairyMilk #PurpleHeart #HeartTheHate #hate #bullying #FriendshipDay2021 pic.twitter.com/uyQdwnPHZb— Cadbury Dairy Milk (@DairyMilkIn) August 1, 2021
Basis the action or inaction of the viewer, multiple sequences of instances are generated from the victims’ life.
If the viewer clicks the link to post a Purple Heart for the victim, they are shown how relieved the victim feels in real-time.
Having said that, if the viewer ignores the message or skips the pre-roll ad, they are targeted by another ad which shows the victim becoming even more affected by the bullying.
This algorithm has been adapted for other social platforms as well which includes Facebook, Instagram, and audio platforms like Saavn and Spotify.
Senior Director, Marketing at Mondelez India, Anil Viswanathan, said “We are taking a step ahead and making the conversation on cyberbullying a bit more provocative by representing people who are typically bullied.
“It’s so surprising that well-established people, who one would suppose are immune to all this by the virtue of their status, also face cyberbullying.
“We are bringing an interesting tech angle to this campaign by serving an ad across social media platforms to an individual and invite him/her to take action. The objective is to inspire people to take action.”
The campaign is being supported through multiple integrated marketing elements which includes influencer outreach. In addition, Cadbury Dairy Milk has also partnered with a leading cyber-psychologist to lead workshops with 20 campuses in the country.
Executive Creative Director, Ogilvy India, Neville Shah, said “The idea makes you see the effect of cyberbullying. Something we, as silent bystanders, ignore because while the bullying or trolling may be just words online, they have an impact in the real world.
“So, a little push, a gentle nudge, a soft reminder to ask us, bystanders, to stand up and simply share a purple heart. Make the person smile and let them know it’s not just trolls out there.”