Media Components
Headshot (fr)
On a crowded city street, a young person randomly hands out photos of himself to passersby. Viewers are asked why they would share pictures of themselves to strangers on-line, while thinking what is seen in the action of this commercial seems so wrong. Email (en)
Sitting on a bench downtown next to a businessman, a young girl calmly writes down her name and email address and hands it to him. Viewers are asked why people are so casual about doing something on-line that seems so wrong elsewhere. Poster (en)
This spot focused on the need to protect one's telephone number - a young person glues large posters of his home and cell numbers along a wall in a crowded street - accessible to anyone who walks by. Viewers are asked why they would do something like this on-line - graphically making the point about identity protection. |
4 English and 4 French Television Commercials, CDROM, DVD, Web Media. In the face of increased identity theft, harrassment, and similar crimes, the Royal Canadian Mounted Police needed to effectively reach out to young people with messaging that reinforced the need for and the significant value in protecting identity. The key "player" is deal.org, Canada's leading on-line voice for youth and youth issues. HyperActive helped develop a concept that would make key points about identity protection using a style and approach that was contemporary and very much in the lexicon and idiom of young people. A series of four 30-second television spots were produced (four English, four French), asking youth not to give out their e-mail addresses, photos, or phone numbers without really thinking about the consequences. Posted on the deal.org web site, the spots have been viewed consistently since they were put on-line. Plans are in place to deploy the spots with Canadian television broadcasters. |
Project Types:
EDUCATIONAL
MOTIVATIONAL
GENERAL COMMUNICATIONS
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TV Spot