188 abcd Digital Scouts o you know what happens when you surf the D web? The simple answer is that you actually don’t. The Digital Scouts campaign for Telenor Bulgaria is a step forward in making children, parents and teachers more aware of the risks of using the internet, social networks and devices and what they can do to prevent it and seek help. The task: The task sounds simple — get Generation Z listening and excited. But the challenge is greater than ever because Gen Z is not one to simply follow. They are always looking for explanations and arguments behind everything they encounter. An additional challenge this year is the creation of a new visual identity and logo for the initiative. Customer: Telenor Bulgaria is a leading telecommunications company providing a modern mobile experience and world-class connectivity to over 3 million customers. The Campaign: Digital Scouts is part of the telco’s CSR programme Safer Internet, and is an expression of the company’s efforts to create a safe online space for its users, improving every aspect of their lives and giving them the opportunity to learn and develop. The Digital Scouts Campaign has been running for two consecutive years in a game format on a mobile the painted creatures are alive, but live in the device. app, which children use for entertainment and to The Digital Scout is the link between children and learn about online safety. the dangers of the internet, teaching them how to This year’s tagline Know before you scroll reflects protect themselves against them. the spirit of the campaign, and the Digital Scouts app has been completely revamped and modernised The results: with even more compelling visuals. Influencers are a Children trained: over 22 000 key tool, and this year Telenor Bulgaria also joins the People reached: 700 000 biggest teen event - Teen Boom Festival in Burgas. Branded content views: 407 000 Impressions in traditional media: 2 600 000 The visual concept: Anime culture is popular not only in Japan, but all over the world. The team dwells on the manga style liked by the youth so that they can notice it and recognize it, enabling the brand to come alive. “Telenor creates a character who plays the role of an ambassador of the campaign, giving an identity to the campaign, but also being a symbol in itself — a brand that at once connects more personally with the consumer because it has human traits. It is painted, but manifestly human. It’s not as stylized as a mascot. The key look is enriched with additional elements to show the digital — along with the familiar chat bubbles, there are emails filled with a lot of imagination: a kite as a cursor, a butterfly with wings — the location sign, an octopus with a credit card, etc. Everything flies, jumps, constantly moves,