Havas: Campaign for Action Innocence Suisse
The Havas Worldwide Geneva agency has created a campaign for Action Innocence Suisse designed to raise awareness among teenagers and young adults about protecting their digital identity. The organization aims to inform and raise awareness without being preachy.
Action Innocence's new initiative - like its previous campaigns - conveys a prevention message without demonizing the Internet and new information and communication technologies. Preserving digital identity, the campaign's theme, today primarily concerns 16- to 25-year-olds. The association's current communication initiative addresses this target group, according to a statement.
Social networks, blogs and the various platforms for publishing images and videos disseminate and multiply a person's data and shape their digital identity. Personal information, photos, comments and posts determine the cyber reputation of an Internet user. That's why young people need to understand the impact their digital activities can have. Because the Internet doesn't forget anything, the release continues. Even before a first encounter, a potential employer, a school principal or someone in the private sphere may be irritated by an image that is old and forgotten, but still shameful.
The current campaign consists of two evocative subjects and the text: "You decide what image is made of you!" A boy and a girl are shown, in a situation that - if public - can become very unpleasant. A spot was also realized in the same style. It shows how a potential employer discovers a disgraceful photo of an applicant on the Internet. Tiziana Bellucci, Director General of Action Innocence, stresses the importance of such a campaign: "It is essential that in our prevention work we constantly draw attention to the effects caused by the use of the Internet and information and communication technologies. The campaign is designed in a cartoonish way so that it triggers a debate and directs the dialogue to the real issue. We want to make it understood that the
preservation of privacy works differently today: When everything you do is public, you have to consciously protect the private."
The campaign, which the agency Havas Worldwide Geneva developed free of charge for Action Innoncence, will be launched throughout Switzerland on October 22. Thanks to the voluntary work of the agency mediatonic, numerous partners support the campaign with free ads, posters and spots. The appearance on the web and social networks realized Virtua.
