Orange Takes on Parental Digital Responsibility in New Campaign by Publicis Conseil
Orange is launching a new awareness campaign designed to highlight the potential risks inherent in the use of digital services, but also the various tools available to tackle them.
The creative concept places audiences directly in the context of a parent’s internal reflections as he offers his first smartphone to his daughter. His conflicted thoughts around introducing his daughter to the digital world simultaneously lead him to observe his own digital habits as an adult.
Béatrice Mandine, executive director in charge of brand and communications at Orange, commented: “We have always been convinced that technology only makes sense if it benefits people, society and the planet. And we are very conscious of our particular responsibility as a major player in the digital revolution. This is why we are making this commitment to accompany our customers in their daily lives in order to ensure that they all stand to benefit from the opportunities that digital services afford.”
“Orange’s long-term strategy of placing people at the centre of technology is increasingly relevant in today’s highly connected word. To talk about digital responsibility in people’s lives, we sought out a creative concept based on emotions and human interactions. Katia Lewkowicz, with her gift for capturing those authentic moments of humanity, was therefore the perfect choice”, commented Marco Venturelli, President in charge of Creation, Publicis Conseil.
An exceptional, two-minute version of this film will air in France on TF1 shortly before 21h00 on Sunday, 15 September. The film will also be available in 30-, 45- and 60-second versions as part of a full 360-degree advertising campaign across TV, cinema, digital, print and outdoor media formats. The campaign will be rolled out across all of Orange’s 27 countries.
A commitment supported by a range of tools and information
In each country, Orange has already launched a range of concrete products and services to provide customers with information or tools designed to help them use technology safely and responsibly. These include:
Ma Livebox – the Orange Livebox in France has an application readily available to all broadband customers that provides control over the time that each device is able to connect to the home wifi network. The app also includes a “pause Internet” button that temporarily cuts the wifi connection, providing families with quality time ‘offline’.
Orange Telephone – the Orange Telephone app includes a “do not disturb” feature that customers are advised to activate when driving. This was launched across Europe, Africa and Middle-East together with a Road Safety advertising campaign.
Bezpieczny Starter – a starter kit offered in Poland for children who are getting their first mobile, consisting of a customised offer and a parental-control app Chroń Dzieci w Sieci.
Tarifa kids – offered by Orange Spain, this dedicated offer for the young includes a “kids ready” app that enables parents to supervise their children’s use of the smartphone.
Educational information and tools
Bienvivreledigital.orange.fr (Orange France) provides a large “espace des parents” section devoted to digital parenting. It also includes a section on data privacy.
usolovedelatecnologia.com (Orange Spain in partnership with ComunicA+) covers a large number of topics through awareness-raising videos and educational content. The website addresses issues such as cyber-bullying and screen usage.
Advert: Orange International
Executive Director, Communication and Brand: Béatrice Mandine
Global SVP Brand & Sponsoring Director: Jean-François Rodriguez
Global Brand Advertising Director: Séverine Nübel
Global Project Leader: Laëtitia Fruchier
Head of European Advertising: Charlotte Bowrey
Head of SSA Advertising: Sekou Bah
Creative Directeur: Christian Bony
Music Brand Manager: Vrej Minassian
Global Media Manager: Géraldine Grümmer
Agency: Publicis Conseil
CEO of Publicis Group in France: Agathe Bousquet
CEO of Publicis Conseil overseeing Creativity: Marco Venturelli
Art Director: Paul Garnier
Copywriter: Tobias Fant
Account Managers: Magali Bergeroux, Carla Cabalfin, Hafida Derouiche, Jeanne Lemarchand, Margaux Jorelle
Strategic Planning: Little Libby, Carole Colin, Stéphanie Jacquin
Agency Producer: Sarah Bouadjera
Production Company: Grand Bazar
Director: Katia Lewkowicz
Executive Producer: Juliette Desmarescaux
Line Producer: Hugo Merival
Director of Photography: Jake Scott
1st assistant: César Chabrol
Stylist: Sonia Philouze
Deco: Clément Price-Thomas
Post-production: Mikros & Prodigious
Post Producer: Franck-Hervé Marc
Editing: Thierry Hos
Colorgrading: Arthur Paux
Sound Producer: Joel Tessonneau, Thomas Anduze
Business Affairs: Marine Le Vergos, Laura Salehi
Category: Media and Entertainment , Online Media