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RESPONSIBLE MARKETING,
PRODUCTS AND SERVICES:
KEEPING CHILDREN SAFE
ONLINE AND OFFLINE
ActionLab 2
THE CARTOON MOVEMENT
Felipe Restrepo I Cartoon Network
ACTIONLAB 4
The Cartoon Movement - presentation by Cartoon Network
• Corporate Social Responsibility Program
• Promotes the well-being of children across
Latin America.
• We combine the resources and brand
power of Cartoon Network with our
partners’ expertise and on-the-ground presence.
• Together, we are making a real difference
for kids, their families and their communities.
• Healthy lifestyles
• Environment
• Creativity
• Media skills
• Bullying prevention
Five worthy causes:
1. Why Bullying?
And why was it an issue we wanted to address?
What is it?
We were aware that
it was an issue in US
Was it the same
in Latin America?
Not sure!
70% of Latin American
middle and high
school students were
exposed to bullying
Kids, educators and parents
did not know how to deal
with the problem
in a systematic,
science-based manner
Kids, parents and
educators needed tools
to deal with bullying!
Our partners were
focused on different
kinds of violence and
working to strengthen
child protection systems
at the local level…
What is it?
And our partners
needed guidance
to work with
children, schools
and administrators
Since we know
how to talk
with kids…
it was time
to get moving!
The Cartoon Movement - presentation by Cartoon Network
2. Mutual interests:All ready to work on the campaign,
taking advantage of individual expertise.
What is it?
We are experts in media.
But we needed
experts working
with and in the
communities
REGIONAL PARTNERS
What is it?
World Vision
Working with Cartoon Network
provided a “cool factor.”
The campaign, the toolkit,
the videos and apps really gave us
an exciting, practical model
to promote in the schools
and communities where we work.
“
“
Feb, 2017
The Cartoon Movement - presentation by Cartoon Network
3. The campaigns:Approach & achievements
Spots, pledge, toolkit
Systematic approach
to define the problem
and propose solutions
The phases
AwarenessResearch conducted in Argentina, Brazil
and Mexico helps shape the campaign Billy & Sperg.
PSAs generate awareness of bullying as a problem
and encourage kids to get help from trusted adults.
Phase 1
(2011)
EngagementEndorsement from 25 Latin American
celebrities, including Luisana Lopilato,
Maggie Aicega, Mauricio de Sousa,
Claudia Leitte, Benny Ibarra and Chicharito.
Bullying prevention pledge – 600K pledges
Phase 2
(2012)
The Cartoon Movement - presentation by Cartoon Network
ActionSeven-module toolkit containing
information, activities and practical advice
for students, educators and parents.
PSAs promote tolerance among children.
Phase 3
(2013)
The Cartoon Movement - presentation by Cartoon Network
CyberbullyingCyberbullying PSAs encourage kids
to think before texting & posting.
Cyberbullying toolkit module
Free toolkit app + Gumball game
Phase 4
(2014)
ToolsPromotion for all the resources
available for kids, parents and
teachers encouraged everyone
to take action.
Goal to reach one million pledges.
Phase 5
(2015-2016)
4. Gains from workingImpact, shared value
Lessons learned in partnership
Bringing together the business
principles and SDGs
together:
A shared value initiative
Working together
Main accomplishments:
• Over 61 million households reached in Latin America
• Over 30 PSAs produced
• Over 1.5 million pledges signed by children and adults
• Seven-module educational toolkit for kids, parents and educators
• +30K printed toolkits distributed in Latin America and available on-line
• Free toolkit app and game for mobile devices
• Cartoon Network annual races in up to 10 cities raised funds
for bullying prevention
• Workshops for kids in 20 schools in Buenos Aires
• High volume and invariably positive press coverage
• Partners trained students and teachers in over 12 countries
• Over 800 100% Committed Schools in 10 countries
Luis Felipe Restrepo F.
Sr Marketing Manager / Cartoon Network LATAM
Social Responsibility - Program Lead
@FelipeRpo
restrepo_felipe@mac.com

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The Cartoon Movement - presentation by Cartoon Network

  • 1. RESPONSIBLE MARKETING, PRODUCTS AND SERVICES: KEEPING CHILDREN SAFE ONLINE AND OFFLINE ActionLab 2
  • 2. THE CARTOON MOVEMENT Felipe Restrepo I Cartoon Network ACTIONLAB 4
  • 4. • Corporate Social Responsibility Program • Promotes the well-being of children across Latin America. • We combine the resources and brand power of Cartoon Network with our partners’ expertise and on-the-ground presence. • Together, we are making a real difference for kids, their families and their communities.
  • 5. • Healthy lifestyles • Environment • Creativity • Media skills • Bullying prevention Five worthy causes:
  • 6. 1. Why Bullying? And why was it an issue we wanted to address?
  • 7. What is it? We were aware that it was an issue in US Was it the same in Latin America? Not sure!
  • 8. 70% of Latin American middle and high school students were exposed to bullying Kids, educators and parents did not know how to deal with the problem in a systematic, science-based manner
  • 9. Kids, parents and educators needed tools to deal with bullying! Our partners were focused on different kinds of violence and working to strengthen child protection systems at the local level…
  • 10. What is it? And our partners needed guidance to work with children, schools and administrators Since we know how to talk with kids… it was time to get moving!
  • 12. 2. Mutual interests:All ready to work on the campaign, taking advantage of individual expertise.
  • 13. What is it? We are experts in media. But we needed experts working with and in the communities
  • 15. What is it? World Vision Working with Cartoon Network provided a “cool factor.” The campaign, the toolkit, the videos and apps really gave us an exciting, practical model to promote in the schools and communities where we work. “ “ Feb, 2017
  • 17. 3. The campaigns:Approach & achievements Spots, pledge, toolkit
  • 18. Systematic approach to define the problem and propose solutions The phases
  • 19. AwarenessResearch conducted in Argentina, Brazil and Mexico helps shape the campaign Billy & Sperg. PSAs generate awareness of bullying as a problem and encourage kids to get help from trusted adults. Phase 1 (2011)
  • 20. EngagementEndorsement from 25 Latin American celebrities, including Luisana Lopilato, Maggie Aicega, Mauricio de Sousa, Claudia Leitte, Benny Ibarra and Chicharito. Bullying prevention pledge – 600K pledges Phase 2 (2012)
  • 22. ActionSeven-module toolkit containing information, activities and practical advice for students, educators and parents. PSAs promote tolerance among children. Phase 3 (2013)
  • 24. CyberbullyingCyberbullying PSAs encourage kids to think before texting & posting. Cyberbullying toolkit module Free toolkit app + Gumball game Phase 4 (2014)
  • 25. ToolsPromotion for all the resources available for kids, parents and teachers encouraged everyone to take action. Goal to reach one million pledges. Phase 5 (2015-2016)
  • 26. 4. Gains from workingImpact, shared value Lessons learned in partnership Bringing together the business principles and SDGs together:
  • 27. A shared value initiative
  • 29. Main accomplishments: • Over 61 million households reached in Latin America • Over 30 PSAs produced • Over 1.5 million pledges signed by children and adults • Seven-module educational toolkit for kids, parents and educators • +30K printed toolkits distributed in Latin America and available on-line • Free toolkit app and game for mobile devices • Cartoon Network annual races in up to 10 cities raised funds for bullying prevention • Workshops for kids in 20 schools in Buenos Aires • High volume and invariably positive press coverage • Partners trained students and teachers in over 12 countries • Over 800 100% Committed Schools in 10 countries
  • 30. Luis Felipe Restrepo F. Sr Marketing Manager / Cartoon Network LATAM Social Responsibility - Program Lead @FelipeRpo restrepo_felipe@mac.com