BUSINESS: 478 PRACTICES
WIND Hellas is one of the largest telecommunication companies in Greece. In 23 years of operation, WIND is established as a pioneer in mobile phone technology.
Read more: www.wind.gr
The impressive penetration of new technologies at younger ages, the increased use of the internet by children and the simultaneous increase in complaints to the competent authorities for child exploitation cases, indicated the urgent need for education and awareness of parents and children for the proper use of the Internet. The dimensions that the loss of control in the use of Internet by children has taken and the consequent tremendous impacts, address a pressing need for responsible actions. It has been proven that:
• 87% of the children uses the Internet every day, while the mobile phone is the most frequent medium they use to communicate with their friends, msn is the second, e-mail is the third and SMS is the fourth most frequent medium.
• 56% uses the internet only from home and the rest also from elsewhere (mobile phone, Internet cafes, school).
• At 36% of the cases the computer is located in the child's room, while at 43% it is located in the living room.
• 34% of them actually met a person that they met on the internet.
• Young children, especially 10-15 years old, use the Internet via computers and mobile phones, while they ignore the risks involved.
In 2010, WIND, taking meaningful action on this important issue, decided to design and implement an information and public awareness program, focusing on the psychosocial development of children and providing parents with a real "tool".
The integrated social awareness and information program, targeted to parents aiming to primarily inform WIND subscribers as well as parents of elementary and high school students all over Greece. The target audience is parents between the ages of 30-55, who wish to bring up their children safely.
Since 2010
WIND, in the context of its Corporate Responsibility Strategy, designed an awareness and information campain, creating an integrated communication platform, "kids@safety, Internet, mobile and child". Within this platform, numerous electronic and printed materials were developed, meeting the different needs of each age group: 5-7, 8-10 and 10+ years old. It is important to note that all the communication material of the campaign was created under the supervision of the renowned psychologist, Mr. I.Tsiantis. Furthermore, the selection of the strategic partners -the Electronic Crime Unit and the Saferinternet.gr- was a crucial factor that gave prestige and credibility to the program.
The action started with the creation of www.kidsatsafety.gr, a micro site with a rich content of audiovisual material, child psychiatrist interviews, surveys, quiz «What type of parent are you;», opinion polls, useful addresses in Greece and abroad, etc. Then, communication materials - listings, web campaigns, advertorials, printed material for parents and children and informational videos - were developed. Furthermore, on pack information campaigns, recorded messages at the Company’s Call Center (IVR) and special offers for new Internet WIND subscribers were introduced. In addition, the workshops held in schools achieved immediate access to parents and children. In 2012, in cooperation with the Hellenic Police, WIND created the digital platform www.cyberkid.gr, which is the official site of the Cyber Crime Unit (CCU) in Greece.
In 2014, the cyberkid app was presented. The app combines two unique features, for the first time worldwide:
• The sos cyberalert line for direct communication with specialized officers of the Cyber Crime Unit.
• The Newsalerts service that directly informs users for the latest news and developments on the Internet.
Finally, the creative vehicle "beware" contributed with its special character to the recognition of the communication program and its message “Think… before you click”. The program was combined with parallel marketing actions that aimed to support the campaign in any way. In this context, WIND offered specific parental control software packages for PCs, in combination with its Internet services.
The results of the program concern the information, awareness and guidance of parents so that they encourage their children in using new technologies responsibly and with safety. The program's success, by enhancing knowledge of parents for safe navigation, is reflected in:
• Systematic increase of incoming calls asking for information about Kids @ Safety.
• Steady growth in traffic at www.kidsatsafety.gr, and from year to year: 2012-2013 (Oct-Feb) + 148% and 2013 to 2014 (Oct-Feb) + 176%.
• Increasing demands for implementation of workshops in schools. On average, 15 requests from schools per month.
Moreover, as part of the information campaign, the Company implemented the following:
• 250.000 leaflets for parents and children.
• 6 video tutorials (on TV, websites and workshops).
• 4 researches.
• 80 AD insertions and advertorials in magazines and newspapers.
• Special edition in a monthly free press addressed to parents (20,000runs).
• Sponsorship of a book for the safe use of the internet- "Delete the electronic bullying".
• Support in Workshops in more than 4.500 schools and municipalities nationwide.
Nationwide
The success of the program is also confirmed by the two exclusive strategic partnerships WIND achieved with the Cyber Crime Unit for the creation of the official information portal of the Hellenic Police www.cyberkid.gr and the Information and Awareness Action of the Greek Centre for Safer Internet saferinternet.gr.
The Company’s employees became partakers of the campaign by attending workshops on the safe navigation of children on the Internet. Moreover, everyone received parental control software for the safety of their children.
WIND Initiative on the proper use of the internet has significantly strengthened the social profile of the company, which is reflected on the results of the dialogue that the company has undergone with its stakeholders. Moreover, this initiative was the vehicle for the development of strategic partnerships with the "protagonists" of the field, which constitutes the company one of the "pioneers" of the specific matter. The support of actions and initiatives with great appeal to the general public, both contributed to raising awareness and to highlighting the Company as socially sensitive to safe navigation and mobile use issues. Finally, the effectiveness of its parallel marketing actions, which were connected with the program, contributed directly to the support of the Company’s business objectives.
No Connection with Global Goals found
