Project Unfriend in the Philippines Seeks to Protect Children From Online Predators

Ace Saatchi & Saatchi Philippines has created a provocative campaign for Be CyberSafe, an advocacy for the Internet and Mobile Marketing Association of the Philippines (IMMAP) that aims to bring awareness to kids and teens about the risks of being online and avoiding child predators.

#ProjectUnfriend is a social media movement that stems from the umbrella effort of IMMAP that aims to educate 13-16-year-olds with active and public Facebook accounts on cybersafety, empower them to be responsible with their online interactions and have them encourage their peers do the same.

In a two-minute spot we see a young girl talking to what appears to be her father or, at the very least, a close older friend. The reveal offers up an uncomfortable twist.


Creating Fake Facebook Accounts

In order to reach as much of the target market as they could and study how these teens actually behave online, Ace Saatchi created four Facebook accounts. Each account accumulated more than 300 friends each, made of profiles that fit the 13-16 year old demographic. After 3 months, each Facebook friend gained was personally messaged and led to the official video and page.


The film launched with two versions; one targeted for parents/teachers and another that talks to children and teenagers. Both videos have reached over 1 million views in just a month, as well as over 500,000 reactions, comments, and shares from parents and kids. It’s now being used by the Department of Education in their effort to educate teachers and children all over the country.

The creative partnership between Ace Saatchi and IMMAP was formed to educate kids and remind adults that not all online friends are for keeps.