TELEFONO AZZURRO USES SHAZAM FOR THE CAMPAIGN #DAGLIUNANOTA THE FIRST SOCIAL EXPERIMENT THAT GIVES BULLYING A BLACK MARK.
Bullying and cyberbullying happen in all schools and often they thrive on the fact that the victims remain silent or don’t have the courage to report what has happened. That’s why the Armando Testa agency and Testa Digital Hub (the innovation unit of the Armando Testa Group specialising in unconventional operations) have created a no profit digital communications project which brings together two outstanding partners – Telefono Azzurro and Shazam, the popular audio and visual recognition app, to engage with students and make them aware of the phenomenon in an unconventional way.
Telefono Azzurro, always a front line player – above all in social channels – against bullying which affects 21% of minors, in collaboration with Shazam, with 27 million users in Italy, has implemented the social experiment #DAGLIUNANOTA. Using the technology offered by Shazam, a ministry bell, present in all Italian schools has been added to the world library of apps with musical recognition.
So the bell that rings at the end of a lesson has been transformed into a real alarm bell, recognised by all the smartphones that kids have, it’s done in such a way that a strong clear message appears on the screen: “TI È ARRIVATO ALL’ORECCHIO UN EPISODIO DI BULLISMO? #DAGLIUNANOTA”, (HEARD ABOUT AN EPISODE OF BULLYING? #DAGLIUNANOTA), meaning they can contact Telefono Azzurro at once by just tapping on the screen of their phone.
So Telefono Azzurro and Shazam have become the sounding board and the perfect ear to turn to for anyone who has been the victim of bullying or cyberbullying. They are committed to following up this activity in Italian schools for the school year 2016/2017, capitalising on new technologies such as visual
recognition. Indeed kids will be able to contact Telefono Azzurro by shazaming the posters put up in their schools with the camera of the app.
The result is an operation which can be viewed on their Facebook page, on YouTube channel and on the Telefono Azzurro site at the following link:
LINK SHAZAM RESULTS AFTER THE RECOGNITION OF THE BELL
azzurro.it/dagli-una-nota
facebook.com/SOS-Il-Telefono-Azzurro-Onlus/
youtube.com/user/sosTelefonoAzzurro
About Shazam
Shazam is one of the world’s most popular apps, used by hundreds of millions of people each month to
magically connect to the world around them. Building on its pioneering leadership in music identification,
Shazam now helps people discover, interact with, and share video, audio, or printed content on TV, radio,
movie screens, magazines, newspapers, packaged goods, and retail stores — and now Shazam lets music
fans follow their favorite artists to see their Shazams and share in the thrill of discovery. The app has
exceeded 20 billion total Shazams since its launch, and users Shazam over 20 million times each day. For
more information on how Shazam has created new technology tools for brands to utilize data follow us on
Twitter @Shazamforbrands or for more information, visit shazam.com/brands.
CREDITS:
Client: Telefono Azzurro
In partnership with: Shazam
Agency: Armando Testa Group (Armando Testa/Testa Digital Hub)
Creative Director: Jacopo Morini
Strategic Director: Massimiliano Rossi
Senior Art Director: Barbara Ghiotti, Francesco Mazzone
Senior Copywriter: Pierfabio Iannuzzi
Creative Technologist: Andrea Bassi
Client Director: Giovanna Farè
Project Manager: Sara Salamino
Director: Augusto Storero
Video Production Company: Little Bull
Audio Production Company: Top Digital
Music: Bobo Marcucci
Location: IC Niccolò Tommaseo – Turin
Image bank: Shutterstock
