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The Cartoon Movement - presentation by Cartoon Network

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At the Global Child Forum on South America, Luis Felipe Restrepo, Sr Marketing Manager / Cartoon Network LATAM
Social Responsibility - Program Lead, made a presentation on business with a social purpose in ActionLab 2 on Responsible Marketing, Products and Services: Keeping children safe online and offline.

Published in: Business
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The Cartoon Movement - presentation by Cartoon Network

  1. 1. RESPONSIBLE MARKETING, PRODUCTS AND SERVICES: KEEPING CHILDREN SAFE ONLINE AND OFFLINE ActionLab 2
  2. 2. THE CARTOON MOVEMENT Felipe Restrepo I Cartoon Network ACTIONLAB 4
  3. 3. • 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.
  4. 4. • Healthy lifestyles • Environment • Creativity • Media skills • Bullying prevention Five worthy causes:
  5. 5. 1. Why Bullying? And why was it an issue we wanted to address?
  6. 6. What is it? We were aware that it was an issue in US Was it the same in Latin America? Not sure!
  7. 7. 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
  8. 8. 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…
  9. 9. 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!
  10. 10. 2. Mutual interests:All ready to work on the campaign, taking advantage of individual expertise.
  11. 11. What is it? We are experts in media. But we needed experts working with and in the communities
  12. 12. REGIONAL PARTNERS
  13. 13. 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
  14. 14. 3. The campaigns:Approach & achievements Spots, pledge, toolkit
  15. 15. Systematic approach to define the problem and propose solutions The phases
  16. 16. 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)
  17. 17. 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)
  18. 18. ActionSeven-module toolkit containing information, activities and practical advice for students, educators and parents. PSAs promote tolerance among children. Phase 3 (2013)
  19. 19. CyberbullyingCyberbullying PSAs encourage kids to think before texting & posting. Cyberbullying toolkit module Free toolkit app + Gumball game Phase 4 (2014)
  20. 20. 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)
  21. 21. 4. Gains from workingImpact, shared value Lessons learned in partnership Bringing together the business principles and SDGs together:
  22. 22. A shared value initiative
  23. 23. Working together
  24. 24. 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
  25. 25. Luis Felipe Restrepo F. Sr Marketing Manager / Cartoon Network LATAM Social Responsibility - Program Lead @FelipeRpo restrepo_felipe@mac.com

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