An initiative that gives you goose bumps and urges you to stand up and take notice, is a campaign well done. One such video today by telecom giant du opens your eyes to a very important hazard - the misuse of social media.
Highlighting unethical behaviour on social media, the campaign, directed by noted Emirati film director, Ali Mustafa, brings to light an important message - that of the negative impact of posting someone’s misfortune online. This can be anything, from a wardrobe malfunction to a death. It was most recently seen in the coverage of Bollywood legend Sridevi’s untimely death when grotesque pictures, videos and blatant falsehoods were being circulated on social media.
The films follow a study commissioned by du to research social media behaviour. It threw up surprising results. When asked what they would do if they witness negative situations such as bullying or accidents in real life, more than half (51%) of the survey respondents said they would contact the authorities and nearly the same amount (45%) said they would offer to help; meanwhile, when respondents see posts of these types of events online, only 16% said they report or flag the post. Similarly, while more than a third (35%) of respondents said they ignore these events happening in real life, more than 2 in 5 (42%) said they actively watch them happen online rather than ignoring – and 16% go a step further by sharing these posts after viewing them. “Whilst the Ipsos Research we commissioned reveals a perceived increase (57%) in negative posts during the past year, it also reveals a request for guidance from decent corporate citizens, particularly the telco and digital sectors. We believe we have a role to play in championing altruistic initiatives that have a bearing on our society and communities; as a key enabler of connectivity, creating discourse and awareness of such issues is not only relevant but essential,” said Osman Sultan, Chief Executive Officer at Emirates Integrated Telecommunication Company (EITC), explaining the importance of the campaign.
At the core of the campaign are the short films made by Ali Mustafa, who previously directed City of Life starring Bollywood actor, Sonu Sood. The films show fatal incidents being caught on camera, most of which are unnecessarily circulated. The campaign is strongly supported by the hashtag #PostWisely. The theme being “If it were your pain, would you share it.” It’s eye-opening to say the least. Watch the video below.
This was the first instalment.