Love Story

By Y&R, Mexico City, Mexico

For Telefónica Brand Movistar

Winner in category Advertising

In subcategory Film

Project Description
One of our CSR pillars is called “Movistar Conscience” which is about promoting secure and responsible use of telecommunications, and especially social networks. As one of the leading telcos in Mexico and Latin America, Movistar takes this very seriously, especially when considering young people. Mexico is the country in the world with the greatest penetration of social networks between users of internet and a very high daily use: an average of 8.6 hours a day. In addition, this high penetration is explained by the participation of children, who generally do it without parental supervision. Our main objective was to generate awareness about the dangers that exist in social networks and to educate about their responsible use.
Agency Solution
April is National Children´s month in Mexico so everybody is willing to discuss issues that concern children during this time. We were able to listen to different social networks and identify that one of the main issues currently being discussed around childhood is how children today are exposed to sexual predators and how vulnerable they are to situations of abuse or harassment in the online world. So we launched our video in the middle of this conversation. First we wanted to reach the adolescents, which we did via YouTube, since we saw that although they are still watching TV, they consider that YouTube is the source where everything is. (70% of them recognize spending more than 2 hours a day watching videos on YouTube). And secondly, we wanted to reach the entire population, since we consider that it is an issue that concerns us all as a society.
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