Schroten for Pro Juventute: Fighting bullying with hip hop
When rap stars attack each other: The Zurich agency Schroten explains bullying for Pro Juventute using an analogy to hip-hop culture.
Hate comments online, an exposing picture on social media or a nasty message in a class chat: cyberbullying is on the rise in Switzerland. Around a third of young people in this country have already been bullied online. At the "147" counseling service for children and young people, inquiries about bullying increased by 65% between 2019 and 2023.
The current campaign by the youth organization Pro Juventute aims to draw attention to this. At the same time, it shows that the spiral of defamation will only stop if the silence is broken.
Two films featuring L Loko & Drini are at the heart of the advertising measures developed by Schroten, implemented by Image Noir and supported by the Henkel brand. The campaign featuring the two rappers will run for several weeks on various social media channels.
The first video clip shows a rap battle of a different kind: in front of a club, the otherwise fraternally united artists suddenly meet as opponents. But while Drini receives support for his rap lines from his crew, L Loko remains alone. When the seasoned rappers suddenly turn into teenagers, the message becomes clear: all against one is never fair - neither in battle rap nor on the playground or in group chats. The message: "Help prevent bullying!".
L Loko's response, which was released just under a week after the first clip, underlines the message once again: the loner rises to become an eloquent battle rapper and relentlessly exposes the unfair conditions in his rhymes.
The two clips reached more than 1.4 million views cumulatively on TikTok, Snapchat and Instagram and were supplemented with picture posts and behind-the-scenes material. From calendar week 46, the commercials can also be seen in cinemas in German-speaking Switzerland.
Responsible at Pro Juventute: Maria Balmer, Daniel Betschart (Project Manager), Nil Günes (Social Media Manager), Naomi Ross (Camera & Editing), Lulzana Musliu, Anja Meier (Media German-speaking Switzerland). Responsible for grist: Adrian Schräder (overall responsibility & concept), Sophia-Maria Kramer (text & concept), Valdrin Hasani, Rafael Luna (text). Film: Image Noir, Tristan Fontanive (Director), Jonas Blatter (DOP), Pedro Rahm (PA).
