Shazam’s Cyberbullying Campaign Gives Victims A Voice

Shazam’s Cyberbullying Campaign Gives Victims A Voice
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The song-identifying app detects an inaudible sound, then encourages teens to speak up about being bullied online

Kaela Pflumm
  • 27 april 2018

The Shazam app is best known for identifying music, but it was recently put to use in a campaign against cyberbullying. An attention-grabbing advertisement, displayed on a digital screen, features an animated boy named Daniel alongside text that asks passersby to Shazam the ad in order to “Unmute Daniel.” The screen emits a sound that is inaudible to humans but detected by Shazam. The app then takes the viewer to a website where Daniel narrates stories based on real-life victims of cyberbullying cases.

The website also provides advice from the Singapore Children’s Society on what you can do if you are a victim, parent or teacher facing cyberbullying. The ads, created with MullenLowe Profero, encourage teens to speak up, as the Children’s Society reports that 1 in 9 adolescents experiences cyberbullying, but half of them do not tell anyone about it.

Shazam

The Shazam app is best known for identifying music, but it was recently put to use in a campaign against cyberbullying. An attention-grabbing advertisement, displayed on a digital screen, features an animated boy named Daniel alongside text that asks passersby to Shazam the ad in order to “Unmute Daniel.” The screen emits a sound that is inaudible to humans but detected by Shazam. The app then takes the viewer to a website where Daniel narrates stories based on real-life victims of cyberbullying cases.

+advertising
+Asia
+children
+Education
+Education
+gen Z
+mental health
+mobile
+Mobile
+Music
+PSFK Imagery
+shazam
+Teens
+wellness

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