Mullenlowe in collaboration with broadcast PR and brand storytelling firm, Markettiers campaigns against cyberbullies and online trolls by apologizing to the victims on the behalf of their bullies. This by sending chocolate-coated apologies to victims and promoting kindness over hate on the internet.

Communicate decoded this CSR initiative further in order to understand how Mullenlowe will hold its ground as a socially responsible media 

The Why?

In addition to being a robust CSR initiative, Mullenlowe aims to inspire victims of cyberbullying and trolls to speak up. “This is a non-profit campaign, Mullenlowe is not getting paid for it and is only holding its grounds of social responsibility,” explains Media Relations Specialist and Markketiers, Raouia Hamiche.

The How?

Mullenlowe worked with Dubai-based chef and chocolatier, Karim Bourgi to make customized chocolates with apologies, further naming them – Chocapologies.

“We then reached out to famous influencers of the region and a few celebrities who’ve openly spoken about their experiences as victims of hate online and had them feature these apology chocolates on their social accounts, further spreading the message,” explained Hamiche.

The What?

Mullenlowe in collaboration with Bourgi created 3 customized chocolate bars for three different types of trolls often faced online.

Body-Shaming

A form of bullying where victims are targeted on the way they look. Studies report that being body-shamed has both short and long-term psychological and physical health consequences that can lead to severe depression or worse. The first chocolate bar conveys this message and encourages receivers to share the idea further.

Hate Messaging/Hate Speech

Where the internet opens a new world of possibilities for us every day, it has its dark side. Over the years, it has emerged as a platform for people to channel hate and violence. Online hate harms its targets directly.

Cyberbullying

Sending or posting defaming or threatening content against someone can lead the victim to feel helpless and powerless. Similar to the ones above, this chocolate-coated apology addresses the many effects of cyberbullying. “We’ve been observing the internet very closely and influencers, celebrities or anyone with a strong social presence is going through it,” said Hamiche.

When asked how the media and communications network will cope with any kind of backlash on this campaign being subjected to only celebrities and influencers, Hamiche concluded by saying, “Although we are still at the initial stages of the campaign, our key strategy is to get the message out there. With this happening online, a lot of people are experiencing it, and it's affecting them, it's affecting their creativity. It’s hindering them from posting some things that they want to. We tried to approach it in a fun way using chocolate since everyone loves chocolate. For now, we are going to wait for people to respond and take it forward from there.”