‘Unmute Daniel’, a collaboration that Posterscope was a part of, is a campaign created to raise awareness around the issue of cyberbullying in Singapore.

Utilising technology to communicate with their target audience of youth and their parents, the campaign mascot, Daniel, represents every child who has experienced cyberbullying. To make Daniel and other children speak up, the ‘Unmute Daniel’ campaign turns to technology, a medium that has once silenced them, to give them a voice.

To make Daniel and other children speak up, the ‘Unmute Daniel’ campaign turns to technology, a medium that has once silenced them, to give them a voice.

The campaign utilises media screens, that project a sound with a frequency inaudible to the human ear, and display a message by Daniel to encourage people to open the Shazam app on their smartphones.

Once the sound has been detected by the Shazam app, it links to the campaign website unmute.sg, which shares the story from the perspective of Daniel, the victim, as well as the bully and bystander. These are based on actual cyberbullying cases that have occurred in Singapore.

The website contains scenarios and advice from Singapore Children’s Society regarding cyberbullying, and what one can do as the victim, parent or teacher.

Media sites were strategically handpicked for the creative execution by Posterscope, where media installations will be exhibited at Clear Channel’s bus shelters, DECK art space, as well as Republic Polytechnic and Dover Court International School.

Rosalynn Tay, CEO of Dentsu Aegis Network Singapore, added,”Cyberbullying takes place in an intangible environment, and we are proud to be part of this campaign to bring this issue into the physical world and highlight its prevalence. By bridging the digital world with the physical, we want people to realize this is an important issue which requires tangible actions in order for cyberbullying to stop.”

Shazam, the app that can identify almost any type of music, is powerful enough to detect frequencies even beyond the human hearing.

The team won big at the recent Gongs Awards ceremony, organized by the Singapore Creative Circle, bringing home a total of 7 awards. Lauded for its innovative use of platforms, the campaign also clinched a Bronze Spike at the Spikes Asia Awards in September.

The full list of awards below:

GOLD – Gong for Good: Radio & Audio

SILVER – Outdoor Gongs/Innovation in Outdoor

SILVER – Radio & Audio Gongs/Best Use of Audio Technology

BRONZE – Media Gongs/Best Use of Digital & Mobile Platforms

BRONZE – Mobile & Digital Gongs/Best Use of Mobile & Wearable Platforms

BRONZE – Mobile & Digital Gongs/Innovation in Mobile &/Or Digital

BRONZE – Direct Gongs/Best Use of Direct (Digital Channels)