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du
If It Were Your Pain, Would You Share It? #PostWisely

RAN IN: United Arab Emirates

CLIENT
du Telecommunication

AGENCY
Leo Burnett *Lead Agency


Hearts & Science *Lead Agency


SUMMARY

Liking and sharing graphic content online has drastically increased over the last few years, with people prioritizing entertainment over empathy for victims. As a telecom provider, du wanted to enlighten the society it serves about the consequences of their actions and in turn encourage them to use social media more responsibly. With #PostWisely, we sparked an online movement organically championed by the people. As a result, du became more than just an internet provider, but a community leader.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Audience: All Social Media Users (93% of UAE)

Objectives: Government and social aims

Type: Business-to-Consumer

Language: English