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.
Integrated advertisement created by Innocean, Germany for Amber Alert Europe, within the category: Public Interest, NGO.
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