Sharenting, the musical

Medals Won

• 🥇 GOLD – Best Copywriting
• 🥇 GOLD – Best Use of Design and UX/UI
• 🥈 SILVER – Best CSR Campaign
• 🥉 BRONZE – Best Use of Video Content

Campaign Overview

With 81% of children under six months old already having a digital presence in Argentina, Movistar identified sharenting—the overexposure of minors on social media by their families—as a growing issue. This practice, often driven by pride, can lead to risks like grooming, bullying, and identity theft.

Sharenting, the Musical turned the spotlight on this pressing issue by creating an engaging and educational campaign. Movistar’s innovative approach included fictional and real-life school musicals where children “taught” their parents the dangers of oversharing, blending storytelling with actionable awareness to inspire responsible digital behavior.

Creative Concept

The campaign combined emotional storytelling with practical education:

• Fictional Musical: A 60-second commercial introduced the concept through a mock school musical where children humorously informed parents about the risks of sharenting.
• Real Musicals: Two royalty-free scripts were co-created for children aged 6-12, providing schools across Argentina with materials to stage the musicals.
• Interactive Landing Page: A dedicated site hosted resources for schools, including scripts, soundtracks, tickets, and set designs.

Execution Strategy

1. Broadcast and Digital Launch: Aired the fictional musical via television, cinema, and digital platforms to drive awareness.
2. Educational Outreach: Collaborated with Argentine schools to bring the musicals to life, supported by additional materials on the campaign’s landing page.
3. Storytelling and Accessibility: Engaged audiences through creative storytelling while offering practical tools for long-term educational impact.

Impact and Results

The campaign delivered remarkable outcomes:

• 212,000 + site visits, exceeding the target by 250%.
• 50M + views and 286M impressions, generating widespread awareness.
• Presence in 16 media outlets, reaching over 1.5M Argentines organically.
• 100% increase in Google searches for sharenting.
• Positive sentiment on Instagram rose to 98%, reinforcing Movistar’s reputation for promoting responsible technology use.

Why It Worked

Sharenting, the Musical balanced humor, empathy, and education to tackle a sensitive issue effectively. By empowering children to educate their parents in a relatable and entertaining way, the campaign sparked real change, transforming social behaviors while strengthening Movistar’s brand as a leader in responsible technology advocacy.