Return of the Telephone Booth 3.0.
How can we deal with the very topical topic of cyber-harassment among young generations when we are one of the leading digital players, and what’s more, a telephone operator – historical – that has made its responsible (and healthy) use of one of its main bases? ?
By directly integrating platforms like Fortnite And Roblox “safe zones”, i.e. places of trust where players can come to get information, warn and help, or just breathe.
Anne ImbertBrand and Content Director, Orange Group, Severin NewbellGlobal Brand ID Director at Orange and Boris LangloisPublicis Conseil’s global brand director, returns millions worried about this activation.
context
Since its creation in 1994, Orange has strived to educate the public about the unintended effects of digital technology and support users for responsible use. What was innovative in ’94 is necessarily much less innovative today. Orange Group brand and content director Anne Imbert recalls that Orange was the first to raise awareness of the use of telephones in cinemas in England – “Very mediocre today“; to raise awareness of telephone use while driving in 2018 (internationally or with a campaign with Road Safety in France) or the following year to raise awareness of use and screen time among young people.”So it’s only natural that we push these themes forward by creating something new that goes beyond raising usage awareness through brand experiences.”
Brief
To create a fun, relevant and efficient experience, games are the ideal lever: “We must go where the youth are, where the suffering is, to help change the brand image of Orange in the new generation.explain Boris LangloisGlobal Brand Director of Publicis Conseil. Which means for us, adapting the code.”
What confirms Anne Imbert : To enter this platform, you have to adopt their code: “Orange has a brand problem. It is a highly recognized brand, partly family owned. Raising awareness among families on this topic is one thing, and that is the role of Bien vivre le digital, raising awareness among victims or cyber stalkers, that was the whole purpose of this activation. And that was an essential point for us: Orange is a family brand, less expected among youth and young gamers, to be accepted in this world, it must adopt codes.”
How to prove and communicate your commitment as an operator and responsible actor?
“We have moved from a relatively passive posture in relation to these issues – informing, promoting Pedagogy, make content available to our customers and society with Bien vivre le digital – a proactive approach to creating a fun space and raising awareness among cyberbullied people where they are victims. We got down to the level of mappers and players. We are in this collaborative mode for a reason which is a useful reason“, underlined Anne Imbert.
Severin NewbellDirector of Global Brand ID at Orange, continues: “In September 2022, while we were just talking about Metaverse, Orange launched a major global campaign on responsible use of screen time, mobile recycling and digital inclusion which are the three pillars of our social commitment. Switched to Facebook Meta, everyone was freaking out and all the brands wanted to go there and were wondering how. At Orange, the question of whether to go there or not did not arise: we always have a very positive attitude towards new technologies. We went into the metaverse with what sets us apart today, our social commitment and a cause that was close to our hearts, Cyber Harassment. An approach that is fully consistent with our actions over the past 3-4 years.”
Orange thus supports the E-Enfance Association to fight cyber-harassment and has developed a secure app called 3018, an emergency number for young victims of harassment.
Boris Langlois Underline, one in five gamers, or 20% of gamers, have been victims of cyber-harassment, when it concerns women, this figure rises to 66%. “We had to give everyone the keys to responsible digital technology, like we could previously do with TV, Display, Ambient or Nudge.“
“Not all parents know what their kids are doing on Fortnite, it allows them to communicate about what is being done for them.“
How, Orange saw in his legacy. Severin Newbell : “Orange has always been a part of people’s daily lives, especially as a player in urban life with our telephone boxes. It was not a challenge for Dad to be a lecturer and a mark. Publicis introduced us to the agency BAM.BUILDERS To help us integrate with the platform. It was a real fare for a highly managed brand like Orange.“
What is a safe zone?
“We think of this safe zone as a bubble that you breathe into as you enter.say Severin Newbell. This is a moment where you can choose to do nothing, where you are sure that you will not be killed. Then, you are presented with two choices: either you identify (country and language), or you hit the buzzer because you are being cyber-harassed and then activate an alert that will alert the local organization to help you get out of the situation. sends.”
And if you entered out of chance or curiosity, there’s a quiz that helps you earn life points to advance in the game and makes you aware of cyberharassment: “There are people who are cyberbullied, but there are also people who are harassers. We didn’t want to stigmatize: we didn’t necessarily want to offend anyone. So we offer a real educational and awareness course about cyber harassment. This support is accessible internationally in countries where the brand has a link with local 3018, such as in Slovakia, Romania, Poland or Spain.”Orange is also in discussion with all the Orange Zone countries in Africa and the Middle East.
Concretely, this area is divided into two parts, “Which fulfills the dual purpose of the brand”remember Boris Langlois :
– warning piece with support for victims or witnesses of cyber-harassment; – The educational part, through awareness raising and gamification approach, trying to adopt good practices. “The line between teasing, teasing and cyberstalking can sometimes be fine.“
activation
The dotted telephone booths on the streets of France have been brought up to date and “planted” on existing maps (partnerships), “Where there is natural traffic, where people are, cyber bullies are and usually are our targets.“, sure Boris Langlois.
– Launch in November 2022:
Safe Zones have been introduced on 6 Fortnite maps and 1 Roblox game.
“We have seen steady progressremember Boris Langlois. In general, we observe the progression in waves: we stop the media, it goes down, we start again, it goes back up, then it finally stops. Unfortunately, we note a real, progressive continuum, so we are consistent on the relay of implementation strategies, influence strategies and initiatives in social media.”
– In June 2023:
Safe Zone Squad with Gamer Influencers and Streamers “Hyper engaged, like Squizzy – a bit of a super reference – is also very involved on the subject (See the controversy surrounding Menon Lanza’s participation in GP Explorer and the cyber-harassment campaign to which she was subsequently subjected, Editor’s note).”
result
“Then success or not? Should we be happy with the number of calls to 3018? Yes definitely, but our aim is once again to reduce this feeling of insecurity among the youth and ensure that the Orange brand is effectively identified as committed, positive and supportive.“, sure Anne Imbert.
“We cannot yet say, “Yes, it is successful”.tempers Séverine Nubel. It will happen when 3018 is known to everyone, when the calls decrease and when female gamers no longer need to change their name to play video games because they feel insecure with a female name.”
Keys to success
– Strong commitment to digital
“Our field of activity. This is an essential point, this performance is linked to the commitments of the group and the Orange brandEstimated Anne Imbert.
– Co-creation
“We upgraded ourselves, without high posturing, and by adapting the platform’s code and our goal. It is a co-production between the game publishers, Production, Publicis Conseil apparently, and Orange. Plus all the work done with influencers: When Squeezey speaks on this topic, he speaks as a committed actor connected to the cause. It doesn’t do it for oranges”
– Test and learn
“Before any communication, we systematically waited for the results. We have partnered with 3018 sports experts and support staff in France. We are truly an actor among others, communicating systematically with stakeholders. On such a social issue, like cyber-harassment, it is imperative to do it this way, otherwise we violate brand values and company commitments. Furthermore, this would be completely incompatible with the platforms and stakeholders who work on a daily basis, once again, to raise awareness and support youth.“
And then?
As Orange makes clear, activation is not ” Once“, the brand aims to provide a sustainable brand experience. To ensure this, the brand now includes a safe zone in the open source dimension, specifically to avoid contacting each mapper or making one-to-one deals. Orange thus:
– improve its tools such as the “contact zone”, ie to put you in touch with organizations in different countries;
– A version developed the light With an in-house bot that will bring together all quizzes and gamification functions, on the educational or warning side, in a very small model, in terms of space on the map, but also in weight;
– Created the first collection of 30 downloadable and integrated “Contacts” Phones: Ongoing Fortnite, GTA or other platforms, there are telephone booths everywhere. ” The telephone is used for decorative purposes to create the universe. Since these are 3D and downloadable assets, we told ourselves that it would be fairer to make them communicative and interactive to convey awareness messages.“
– Launched the “Mapping Jam” competition (judged on December 22) aimed at developers So that they can participate in the fight : Orange will give all these developers the keys and open source tools to take over the fight against cyber-harassment.explain Boris Langlois.
