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.

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

14. REGIONAL PARTNERS

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

28. Working together

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