This post was written by Victoria Cook, Editor at Ogilvy Public Relations Beijing.
Many people are familiar with the concept of a “hotline” for people to call when they need help, advice, or just a person at the other end of the line to talk with one-on-one. Now, thanks to new social media platforms that put privacy ahead of promotion, we can create similar “helplines” online while using other platforms to advocate for these helplines and the issues they address. This was the innovative idea from Social@Ogilvy Beijing for a recent campaign in China to combat verbal abuse towards children.
How would you feel if someone said the following to you?
“You’re a disgrace!
“Go away and die!”
Now imagine you are a child hearing these hurtful words from your parents or elders – how would you feel then?
In China, verbal abuse is more common than many realize – and may be contributing to the rising number of juvenile court hearings despite an overall decrease in the youth population. According to the Center for Psychological Research in Shenyang, China, which performed research on the issue, childhood verbal abuse using phrases such as “you’re good for nothing” and “moron” is highly linked to violence later in life.
To combat this trend and raise awareness of the psychological effects of verbal abuse, the Center for Psychological Research, Shenyang partnered with Ogilvy & Mather Beijing to develop a creative campaign that included an innovative social media element.
Entitled “Words Can Be Weapons“, the campaign tells the backstories of six juvenile offenders who experienced verbal abuse as children and are now serving time for serious crimes like murder and assault. Renowned artist Yong Xie from Shenyang took the hurtful phrases that spurred their actions and handcrafted them out of nickel-plated steel in such a way that they could be reassembled into the shapes of lethal weapons like a gun, a knife and an axe –the same weapons that the teens used to commit their crimes.
The steel characters were showcased at an interactive exhibition in a popular shopping center in Shenyang. More than 600 people interacted with the characters while touchscreens invited them to view a microsite showcasing the stories from the juvenile offenders. Information on a helpline connecting people to professional counselors was also available and saw 300 callers in just two weeks.
Using the momentum from the event, Social@Ogilvy Beijing took the campaign online through two popular platforms – WeChat and Sina Weibo. The two social media platforms served different but complementary purposes.
The campaign WeChat account served as an easy-access “hotline” for teens to reach out to professional counselors for advice and support. Since verbal abuse is such a sensitive topic in China, WeChat worked especially well as a place for private, one-to-one conversations. It became an easy, free, and accessible solution for those who found themselves in an abusive situation.
Meanwhile, through Sina Weibo, which allows users and brands to share more publicly, Social@Ogilvy Beijing could promote the campaign and amplify its message to a broader audience. Youth KOLS and editors from parenting media were invited to share information, links to the campaign microsite, and a campaign hashtag. In just one month, their involvement generated over 310,000 media impressions and thousands of others took up the cause, advocating for an end to verbal childhood abuse.
The unique characteristics of the social media platforms as well as the nature of the message itself drove the strategy, providing two ways to solve the problem posed by the campaign. Through promotion on Sina Weibo and private counseling on WeChat O&M Beijing, Social@Ogilvy Beijing, and the Center for Psychological Research in Shenyang helped raise awareness of verbal childhood abuse and maybe gave those affected by it a way to find an outlet through dialogue rather than through acts of violence.
Project Title: “Words can be Weapons”
Client: Center for Psychological Research, Shenyang
Creative Agency: Ogilvy & Mather, Beijing
Creative Directors: Graham Fink, Juggi Ramakrishnan, Wilson Chow, Doug Schiff, Xingsheng Qi
Designers: Yong Xie, Xingsheng Qi, Soonguan Poh
Copywriters: GuiLin Bo, Juggi Ramakrishnan, Wilson Chow, Chuyu Li
Art Directors: Xingsheng Qi, Xiaodong Xiao, Lei Fu, Kaixin Li, Yong Xie, Fei Wang
Video Editor: Morris Ku
Creative Technologist: Eric Wu
Innovative Digital Planners/Producers: Rita Yang, Quetina Yang
Web Designers: Jason Wee, Didi Shao, Sisi Xing
Film Producer: Jing Li
Social Media Leads: Jeremy Webb, Bob Wang
Content and KOL Manager: Ben Xu
Platform Technical Support: Frank Chen
Outdoor Production Supervisor: Jinfeng Ding
3D Designers: Yu Guo, Xing Wan, Tongxue Wang, Wanqiu Lin
Animation Designer: Zheng Sun
Software Motion Designer: Lei Zhang
Music: Massive Music, Kaiser Sound Studio, Shanghai