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Shazam has unveiled a new campaign that addresses the issue of cyberbullying in Singapore.

The campaign, called ‘Unmute Daniel’ and created by MullenLowe Singapore, makes use of media screens to project a sound with a frequency that is not picked by the human ear to display a message from Daniel, asking people to open the Shazam app to detect the sound.

Once that has been done, users are directed to unmute.sg, which shares the story of Daniel, as a cyberbullying victim, as well as of the bully and bystander. The account is based on actual cyberbullying cases in Singapore. 

The website shares tips from the Singapore Children’s Society about cyberbullying, and what one can do as the victim, parent or teacher.

“We are thrilled to be partnering with MullenLowe Group on such an important pro-social initiative. It would certainly be 'music to our ears' to know we have done a little to help replace silence and fear with awareness and hope for those affected by cyberbullying,” said Steve Sos, Shazam’s APAC managing director.

MullenLowe Singapore: Shazam Entertainment 'Unmute Daniel'

Agency: MullenLowe Singapore
Client: Shazam Entertainment
Date: April 2018
‘Unmute Daniel’ is a digital campaign that utilises technology to communicate with their target audience of youths and their parents. The campaign mascot, Daniel, represents every child who has experienced cyberbullying.  
 
To make Daniel and other children speak up, the ‘Unmute Daniel’ campaign turns to technology, a medium that has once silenced them, to give them a voice.  
The campaign utilises media screens, that project a sound with a frequency inaudible to the human ear, and display a message by Daniel encouraging 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 unmute.sg, which shares the story from the perspective of Daniel, the victim, as well as of the bully and bystander. These are 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. 
 
 
Credits:
 
Tags: Singapore
 
 
 
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