MullenLowe and Shazam Partner on Anti-Bullying Work

MullenLowe Group has collaborated with Shazam to roll out the “Unmute Daniel” campaign, in a bid to raise awareness around the issue of cyberbullying in Singapore. The campaign uses media screens that project a sound with a frequency inaudible to the human ear (to symbolize the silencing effect bullying can have on its victims), and display a message by campaign mascot, Daniel, who encourages people to open the Shazam app on their smartphones.

Once the sound has been detected by the Shazam app, it links to the campaign website, which shares the story from the perspective of Daniel, the victim, as well as of the bully and bystander, based on actual cyberbullying cases that have occurred in Singapore. The website contains scenarios and advice from Singapore Children’s Society regarding cyberbullying, and what one can do as the victim, parent or teacher.

Radhe Vaswani, Chief Operating Officer of MullenLowe Profero, said, “Unlike physical bullying that often leaves behind scars and bruises, cyberbullying is much harder to spot. We want to turn technology against technology and demonstrate that while cyberbullying is more rampant than people realize, there is always a way to fight it.”

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