Strategy

The creative strategy consisted in creating an original visual universe of TV commercials to catch the attention of Internet users: each influencer stood with his cell phone or computer and saw a series of emojis emerging from his electronic device. The content strategy led to the creation of a collective goodwill movement, with influencers encouraging their subscribers to "spread the love" on social media to counter the phenomenon of cyberbullying. The campaign allowed some Internet users to deliver touching testimonials to accessible influencers, who, when necessary, referred young Quebecers who were victims of bullying to competent organizations that could help them.