Innocean Berlin and Amber Alert Europe's TikTok Dance Protects Kids from Online Predators
A seemingly ordinary TikTok dance challenge was launched by well-known influencers around the globe. On International Missing Children’s Day, it was revealed that this viral dance challenge was in fact staged to educate teenagers on the signs of online grooming. The challenge kicks off a global prevention campaign, #CheckBeforeYouChat, by missing children’s foundation AMBER Alert Europe that brought together NGOs, law enforcement officers and influencers worldwide to fight the alarming increase in online grooming cases during the COVID-19 pandemic.
The COVID-19 pandemic has caused social isolation, leading to an alarming increase in online grooming cases. Online grooming is when an adult befriends children online and builds their trust, often leading to sexual abuse, both online and in-person.
Earlier this month, the song ‘Love Birds’, secretly containing the five stages of online grooming in its lyrics, was officially released on TikTok (an app very popular among young people) along with a choreographed dance which interpreted the song into a 5-step dance challenge. With the help of well-known dancers on the TikTok circuit, the 5-step dance challenge was replicated by thousands of unsuspecting TikTokers worldwide.
Right before International Missing Children’s Day, which serves as a symbolic kick-off date, the second part of the campaign was set in motion. This time, dancers and campaign partners posted videos of themselves standing still and revealing the true meaning behind the TikTok challenge.
“Even though the signs were right in front of them, they still didn’t notice what was going on”, says Frank Hoen, chairman and founder of AMBER Alert Europe. “This is exactly what happens with online grooming. Often the signs remain unnoticed until it’s too late. We want to make sure children are aware of the fact that online not everything is what it seems and they should be wary of who they communicate with on social media, apps or games. Always #CheckBeforeYouChat.”
Ricardo Wolff, executive creative director at INNOCEAN BERLIN, says: “When we were approached by AMBER Alert Europe to address this hideous army of online groomers (approximately 750.000 daily), it was clear that another PSA campaign wouldn't do it. We needed to let people experience how easy it is to be fooled by groomers. And that’s how we came up with ‘Love Birds’. A TikTok hit that actually serves as a trojan horse to AMBER Alert Europe’s mission: educating kids and parents about online grooming and how to protect themselves.”
Feriz Sula, dancer and influencer who created the choreography: says “It was very important for me to participate in this project because I work every day with many children of different ages and backgrounds in our dance school. Social Media is an essential part of their lives and a place to express their creativity. But I know that the Internet and social networks are unfortunately not just an easy, colourful world, but also hold dangers that kids need to be aware of. That's why I'm pleased and humbled to contribute to this important educational work with this campaign!”
National Police Chiefs’ Council (NPCC) lead or Missing Persons, Assistant Chief Constable, Catherine Hankinson, said: “TikTok and other social media platforms are a great way for young people to communicate with each other and have a good time. But it’s really important that young people ‘check before they chat’ that the person really is who they say they are.
“Some are tricked into believing they’re talking to another young person when they’re really talking to a much older adult. That adult sometimes persuades the young person to meet up with them and they’re put in danger. Sad to say, some are then reported as missing to the police.
“It’s important that young people remember they must never agree to meet anyone whom they don’t know, but always inform their parents or care before doing so.”
NPCC lead for Child Protection, Chief Constable Simon Bailey added: “Responding effectively to reports of child sexual abuse remains a top priority for police and through our joint work with the National Crime Agency we’re now arresting or voluntarily interviewing over 850 offenders each month for online child sexual abuse/exploitation leading to over 1,000 children being protected.
“It is vital that, as a society, we work together to spot the signs and intervene early to prevent the children of today becoming the victims of tomorrow. I work closely with colleagues in the National Society for the Prevention of Cruelty to Children (NSPCC) and the Internet Watch Foundation (IWF) to tackle the issues and am absolutely supportive of all measures, including this one, that protect children from those who seek to abuse and exploit.”
For more information about the campaign, please visit here.
European Chief Creative Officer: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Creative Director – Art Director: Stefano De Luccia
Creative Director – Copywriter: Jack Christensen
Senior Art Director: Ana Conrado
Senior Copywriter: Thomas Bengtson
Copywriter: Rohan V. Fernandes
Intern Art Director: Laura Werneck Moura
Intern Copywriter: Fernando Souza
Head of Capacity Management: Paulina Gonzalez
Client Service Director: Jonathan Hill
Account Director: Melanie McMillan
Senior Account Manager: Min Kyung Park
Junior Account Manager: Ichraq Sabbani
Head of Production: Fabian Barz
Senior Producer: Allison Markert
Head of Strategy: Sophia Goerner
Senior Digital Strategist: Serena Merletti
Junior Strategist: Suzana Maranhão
Motion designer / Editor: Carlos Suárez
Managing Director: Jeanette Okwu
Senior Partnership Manager: Robin König
Social Media and Influencer campaign Manager: Valeriia Mukhai
Lyrics: Ricardo Wolff & Lucas Mayer
Composer: Lucas Mayer
Music Producer: Lucas Mayer
Singer: Brenda Mayer
Special thanks to: ISLE OF GREEN (sustainable clothing brand), TAGGER MEDIA, POINT D’ORGUE – PO AGENCY
Category: Awareness , Corporate, Social and PSAs