INSIGHT:
Music has always been one of the universal languages that young people care about the most. Shazam is one of the most downloaded apps on their smartphones, with no less than 27 million active users per year in Italy and more than 42 million tags per month. But there is something that young people care less about and the 21% of them is also a victim of it: bullying and cyberbullying.
IDEA:
With the help of Shazam and Telefono Azzurro - the most important italian non-profit organization against bullying and cyberbullying - we have added the sound of the school bell which is in every italian school to the world library of the music identifying app. At the end of the classes, Shazam, set in auto-mode, has identified the bell ring and sent a push notification out to all students’ devices. Once opened, it has showed the message #DAGLIUNANOTA, because in italian “NOTA” has the double meaning of “musical note” and “bad mark”. providing the possibility to get help calling Telefono Azzurro by clicking.
Music has always been one of the universal languages that young people care about the most. Shazam is one of the most downloaded apps on their smartphones, with no less than 27 million active users per year in Italy and more than 42 million tags per month. But there is something that young people care less about and the 21% of them is also a victim of it: bullying and cyberbullying.
IDEA:
With the help of Shazam and Telefono Azzurro - the most important italian non-profit organization against bullying and cyberbullying - we have added the sound of the school bell which is in every italian school to the world library of the music identifying app. At the end of the classes, Shazam, set in auto-mode, has identified the bell ring and sent a push notification out to all students’ devices. Once opened, it has showed the message #DAGLIUNANOTA, because in italian “NOTA” has the double meaning of “musical note” and “bad mark”. providing the possibility to get help calling Telefono Azzurro by clicking.
RESULTS:
The school bell has turned into an alarm bell: from now on, the bell ring will remind the scholars to give a bad mark to bullying and to inform someone who always listen to them, overcoming fear. Bullying sounds always bad and it must be reported to someone who can help. Like Telefono Azzurro.
The school bell has turned into an alarm bell: from now on, the bell ring will remind the scholars to give a bad mark to bullying and to inform someone who always listen to them, overcoming fear. Bullying sounds always bad and it must be reported to someone who can help. Like Telefono Azzurro.
Client: Telefono Azzurro | Shazam
Agency: Armando Testa
Agency: Armando Testa
Creative Director: Jacopo Morini
Senior Copywriter: Pierfabio Iannuzzi
Senior Art Directors: Barbara Ghiotti / Francesco Mazzone
Creative Technologist: Andrea Bassi
Music: Bobo Marcucci
Audio Company: Top Digital
Production Company: Little Bull
Senior Copywriter: Pierfabio Iannuzzi
Senior Art Directors: Barbara Ghiotti / Francesco Mazzone
Creative Technologist: Andrea Bassi
Music: Bobo Marcucci
Audio Company: Top Digital
Production Company: Little Bull
