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MullenLowe Group Has Collaborated With Shazam For Children Affected By Cyberbullying

What if there is something more than we already hear?

Together with Shazam, MullenLowe Group rolled out a new campaign, named “Unmute Daniel” to raise awareness around cyberbullying especially in Singapore.

In order to encourage children to speak up when they experience cyberbullying, the digital out-of-home campaign features Daniel, who represents them.

As part of the campaign, digital media screens are placed on various sites which are carefully chosen in partnership with Posterscope Singapore, which is an OOH media agency from the Dentsu Aegis Network in the city.


Media screens show Daniel who speaks with a frequency that the human ear can not easily hear and shares message guiding them to open Shazam app to be able to listen to the real stories of children who have faced with cyberbullying.

Once Shazam detects the sound, users are directed to the campaign website, where they can listen to the stories based on real cyberbullying cases that have happened in Singapore.

There are also advices and various scenarios about the serious issue of cyberbullying, shared by the Singapore Children’s Society for victim parents, teachers and so on.

Radhe Vaswani, managing director of MullenLowe Profero said:

Unlike physical bullying that often leaves behind scars and bruises, cyberbullying is much harder to spot. We want to turn technology against technology and demonstrate that while cyberbullying is more rampant than people realise, there is always a way to fight it.

Steve Sos, managing director of Shazam, APAC, said:

We are thrilled to be partnering with MullenLowe Group on such an important pro-social initiative. It would certainly be “music to our ears” to know we have done a little to help replace silence and fear with awareness and hope for those affected by cyberbullying.

Here you can watch the spot:

Unmute Daniel x Shazam from MullenLowe Profero SEA on Vimeo.

Giving silence a voice by creating a very strategic project, Shazam and MullenLowe make us believe that we can unmute cyberbullying together.

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