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Home / Orange & Publicis Conseil Launch ‘Being Human’ Public Service Campaign

Orange & Publicis Conseil Launch ‘Being Human’ Public Service Campaign


Orange is the first operator to speak-out across 27 countries about the risks associated with digital uses. This new campaign sets-out the Group’s commitment to ensuring that digital services remain a genuine opportunity for everyone.

Digital services give people an unprecedented ability to communicate, learn, entertain, share and connect with each other. With appropriate use, it has the ability to empower all who have access to it. But digitalisation also comes with considerable risks, and this is increasingly becoming a source of concern both for society as a whole and for our customers.

Orange has always set out to be a responsible company. We seek to ensure that our customers have all the necessary information and have at their disposal concrete tools and services that enable them to make the most of the opportunities afforded by digital services.

An awareness campaign to project this commitment, directed by Katia Lewkowicz and produced by Publicis Conseil*

Today, 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.

The film deals with the sense of responsibility that parents feel towards their children regarding the way they interact with the digital world and the importance of using their screens safely and responsibly.

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:

§  Product innovation
§  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.

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PJA Brings ‘Uncornered’ Stories to Life in Photographic Exhibit for College Bound Dorchester


Two years ago, PJA Advertising + Marketing (PJA) launched a bold, innovative, pro-bono campaign based on a new word “Uncornered.” PJA felt that a single word could change the way people think about the potential of gang members to be positive change agents who can end systemic, generational, urban poverty, according to PJA’s Chief Executive Officer, Phil Johnson.

Johnson states, “We started PJA Advertising to specialize in healthcare and technology and I sometimes asked what do new technologies, life science innovations, and gang members have in common? They are not easy to sell to the public."

However, the name "Uncornered" has drawn national attention to College Bound Dorchester’s first- in-the-nation 'corner-to-college' solution that pays gang members $400 per week to go to college, get a degree, stay in the community, earn a living wage, and become positive (rather than negative) role models in Boston’s most violent streets.

PJA brought this branding to life with the Uncornered Photo Documentary Exhibit, which was on display on Boston Common this past summer and is expected to move to Boston’s City Hall and the University of Massachusetts / Boston later this year.

It paired striking photos of famous and unknown people by Boston photographer John Huet with stories about a time when participants found themselves cornered by racism, a traumatic event, or low expectations and what happened to get them to turn things around and become ‘uncornered’.

Uncornered Students Share Their Stories


Brittany Baldwin, Boston Uncornered Student 
After months of neglecting my health and abusing drugs and alcohol I caught pneumonia and fell into a coma. Within six months of coming out, I lost two of the most important people in my life, my boyfriend and my mother. Losing them was my Uncornered moment. When you lose everything you love, you have to find something to fight for. So I fight for my children who keep me grounded.

Alex Diaz, Boston Uncornered Student
I didn’t care if I lived or died. I went to prison and missed the birth of my first-born daughter. When I got, out, I promised to never miss another day of her life. My daughter saved me from myself, my daughter UNCORNERED me.

Quaknesha Garvin Johnson, Boston Uncornered Student 
I grew up seeing my family members and friends being incarcerated and not understanding why. By my second arrest I was facing 20 years and had almost given up, until I heard the quote “Be the change you wish to see in the world.” That began my UNCORNERED journey.

Mark Culliton, Founder and CEO, College Bound Dorchester
I was living in San Francisco, lost and had forgotten who I was. My father got very sick and I came back to be with him. In those last months together he reminded me of who I was and all that was possible. His path to dying UNCORNERED me.


ABOUT COLLEGE BOUND DORCHESTER
Founded in 2009, College Bound Dorchester is a Boston nonprofit using education to end systemic generational urban poverty and violence through its Uncornered solution to quip young people with the attitude, skills and experience to graduate from college, focusing on engaging gang-involved youth to become positive leaders in their community.

ABOUT PJA
PJA is a $75 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif. PJA serves a global roster of technology, life science and healthcare clients that includes: GE Healthcare, PAREXEL, Patheon, Molecular Health, Xylem, and Aprecia. For more information, visit agencypja.com.


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