After investigating the reasons why parents to share so much of their children's content on social networks and what the consequences may be, we worked with renowned children's theater writers to translate that information into an educational school play in which kids themselves teach adults about privacy, consent and responsibility online so they can become educators for their parents.

The campaign takes the form of a play to ensure that schools throughout the country offer a unique and entertaining educational experience that can reach people of all ages.

CASO MADRE
The campaign results from several months of collaborative work and can have a tangible impact on society. We're committed to promoting responsible social media use and protecting our children online.

Rafael Quijano

Chief Creative Officer, VML Argentina

In an era where social media is becoming increasingly influential, sharing content about our children has become common. However, this trend known as "Shareting" – a combination of the words "sharing" and "parenting" – can generate real threats to children, such as identity theft, grooming and cyberbullying.

To raise awareness of the issue, we found an opportunity to teach parents about responsible sharing practices on networks in an event that generates the most sharing – school events.

We created a children's musical performed by children that taught adults a valuable lesson about good internet posting practices. These good practices formed part of the song with the whole piece set to music. The ad and other campaign pieces referred users to the website to learn more about this important "Sharenting" lesson and for schools to download, royalty-free, everything they need to implement the program with their students.

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Awards

2023 D&AD Pencils

2023 D&AD Pencils

Music


Gold

2023 D&AD Pencils

2023 D&AD Pencils

Film


Gold