In today’s digital age, where social media platforms have become an integral part of our lives, cyberbullying has emerged as a significant concern. With the rise of online harassment and abuse, it’s crucial to address this issue and raise awareness about its impact on individuals’ lives. Allianz France, in collaboration with Ogilvy Paris, has launched a powerful campaign titled “Le revers de la médaille” (The other side of the medal) to shed light on cyberbullying and its repercussions.
The campaign draws inspiration from the French expression “Le revers de la médaille,” which translates to “the other side of the coin” or “two sides to every coin.” It emphasizes that behind the glitz and glamour of success, there can often be darker and more challenging experiences.
According to a study by Ipsos, more than 4 out of 10 French people have been victims of cyber-violence, with certain demographics, such as young adults, LGBTQI+ individuals, racialized people, and women, being disproportionately affected. This alarming statistic underscores the urgent need to address cyberbullying and its harmful effects on society.
To coincide with Safer Internet Day and the Paris 2024 Olympic and Paralympic Games, Allianz France decided to tackle cyberbullying head-on by leveraging the voices of its Team Allianz athletes. These athletes, who are often celebrated for their achievements on the field, bravely shared their experiences of cyberbullying and online harassment.
The “Le revers de la médaille” campaign features testimonials from eight Team Allianz athletes, including Clarisse Agbégnénou, Antoine Adelisse, Oscar Burnham, Carlota Dudek, Michaël Jérémiasz, Juliette Lacome, Loïc Piétri, and Typhaine Soldé. These athletes, who have excelled in their respective sports, open up about the insults and derogatory comments they have faced on social media platforms.
What sets this campaign apart is its innovative approach to storytelling. Each athlete’s testimonial is engraved on the back of their medal, symbolizing the juxtaposition between the prestige of their achievements and the harsh reality of cyberbullying. These medals were displayed at a free exhibition in France, highlighting the contrast between the honor of winning trophies and the negativity athletes encounter online.
In addition to the exhibition, the campaign was promoted on social media platforms, including Instagram, where influencers and athletes shared their support for the cause. Athletes Carlota Dudek and Typhaine Soldé also shared their personal experiences of cyberbullying through on-camera testimonials, providing a platform for open dialogue and discussion.
By amplifying the voices of Team Allianz athletes and sparking conversations about cyberbullying, Allianz France aims to raise awareness about this pressing issue and encourage responsible digital behavior. Through the “Le revers de la médaille” campaign, the brand demonstrates its commitment to promoting a safer and more inclusive online environment for everyone.
Published in France in February 2024, this campaign exemplifies the power of collaboration between brands, agencies, and athletes in driving positive social change. Led by Ogilvy Paris, the campaign utilizes an integrated approach, combining digital, film, and OOH outdoor media assets to reach a wide audience and spark meaningful conversations about cyberbullying.
