The problem:
Sexting calls to Childline are on the rise, especially amongst teenage girls.
In 2014 Livity created the ZipIt app to help solve this problem, the app was built to give teenagers and others tools to deal with unwanted sexting conversations without losing face, by giving them funny replies to these unwanted messages allowing them to get the conversation back on track.
The initial version of ZipIt was populated with meme's created especially for the app, and it has been a huge success. However as visual language has evolved it was time to give the app a refresh.
The solution:
We are in the process of updating the ZipIt app with a series of audience curated GIFs. We have also worked with an illustrator to create a pack of Childline owned GIFs for various sexting scenarios.
We will be relaunching the app with a campaign where we will create a live Gif studio. A campaign where people will be able to send in requests for responses to messages to a series of influencers, and in real time we will create these responses in the form of Gifs. Then adding these Gifs to the app.
The part I played: Phase 2 strategy work to sell in the update, creative ideation with the creative team to develop a launch campaign, co-creation recruitment brief, session plan and running the session alongside the creatives.
The Gifs can be found at http://www.giphy.com/zipit