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Allianz France

Le revers de la médaille

Agency: Ogilvy Paris

Description

Allianz France and Ogilvy Paris Launch Cyberbullying Awareness Campaign: Le revers de la médaille

The French have an expression "Le revers de la médaille". It is similar to the English expression: “two sides to every coin”. Means you can’t have the good part without the bad.

More than 4 out of 10 French people say they have been victims of cyber-violence. The phenomenon particularly affects 18-24 year-olds, 87% of whom have experienced cyber harassment, LGBTQI+ people (85%), racialized people (71%) and women under 35 (65%). Source: Ipsos study "Cyberviolence and cyberharassment: victims' experiences".

With the spotlight on sport this year during the Paris 2024 Olympic and Paralympic Games, to mark Safer Internet Day, an international prevention day designed to encourage responsible digital behavior, Allianz France chose to tackle cyberbullying through the testimonies of its Team Allianz athletes.

While the glory days of sportsmen and women are well known, the insults and harassment they suffer during their careers are less so. Nor do we always suspect that our own entourage (family, friends, colleagues...) have faced this type of situation. The anti cyberbullying campaign, "Le revers de la médaille" (Every medal has 2 sides), created by Ogilvy Paris, aims to drive impact thanks to the testimonials shared by 8 Team Allianz athletes, who disclose the most telling insults on social they or their peers have had to endure.

Their testimonials of the harassments, verbatim, were engraved on the backs of their medals and displayed at a free exhibition in France staged to highlight the contrast between the prestige of these trophies and the denigration that athletes can face on social media in particular.

Allianz France and 8 Team Allianz athletes are mobilizing against the distress of cyberbullying:
Clarisse Agbégnénou, double Olympic judo champion and six-time world champion / Antoine Adelisse, five-time French champion and European champion in Big Air (freestyle skiing) / Oscar Burnham, 3rd in the world slalom championship (para-alpine skiing), French Paralympic Winter Games Team 2022 / Carlota Dudek, French break dance champion 2021 / Michaël Jérémiasz, former world No. 1 and Paralympic wheelchair tennis champion / Juliette Lacome, world junior surfing No. 3 / Loïc Piétri, former world judo champion and member of the Rio 2016 Olympic squad / Typhaine Soldé, handisport athletics, long jump, Vice-champion of France 2020, member of Team France for the Tokyo 2020 Paralympic Games.

The campaign has also been posted on the sports-dedicated Instagram account Le Vestiaire Allianz since February 2, and shared by influencers @manonlanza, @thegingerchloe and @6nissa, who immediately responded, as this is a subject that particularly touches them. In addition, athletes Carlota Dudek and Typhaine Soldé will talk about their experiences of cyberbullying. These on-camera testimonials will provide an opportunity for them to react to comments from the public on the subject. The videos will be broadcast on the Le Vestiaire Allianz account in March.

This professional campaign titled 'Le revers de la médaille' was published in France in February, 2024. It was created for the brand: Allianz France, by ad agency: Ogilvy Paris. This Integrated medium campaign is related to the Public Interest industry and contains 6 media assets. It was submitted about 2 months ago.

Credits

OGILVY PARIS
President: Mathieu Plassard
President & Chief Creative Officer: Matthieu Elkaim
Executive Creative Director: Benjamin Bregeault
Art Director: Céline Mullier
Copywriter: Thibaut Grandon
Assistant art director: Lily Gachet-Thai
Editorial Director: Flore Charuel
Strategic Planner: Lucas Scotti
Business Partner: Romain Bruneau
Account Manager: Marjory Law
Account executive: Felix Brugnon
Account Assistant: Sofiann Boutaib
Head of Production: Aurélie Appert
Social Media Account Manager: Estelle Foucqueteau
Influence Account Manager: Clara Carvalhais
Influence Account Executive: Stephie Medelice
PR Account Director: Fanny Hernandez, Sacha Lemaure
PR Account Executive: Lea Corblin, Clotilde Lechevalier
ALLIANZ FRANCE:
Member of the Allianz France Executive Committee in charge of the Data, Engagement, Marketing and
Strategy Unit: Julien Martinez
Brand, Advertising, Social Networks and Partnerships Manager: Christophe Dépont
Brand and Advertising Manager: Laura Baudoin
Social Networks Manager: Julie Dremière
Social Media Manager Sport: Myriam Hannachi
Brand Campaign Manager: Elise Panabière
Advertising Manager: Hugo Perez
Press Relations Manager: Sandrine Pichavant
Press Relations Officer: Carla Leborgne Buttazzoni

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