Hey! He is not a Kid

Alianza Lima, with its sponsors Nike, Gatorade, Hyundai, and other allies, has launched #ALCuidadoDeLaNiñez, a national campaign in collaboration to prevent grooming and combat cyberbullying directed at minors.

The initiative, developed in partnership with VML Perú, aims to raise awareness about the dangers of cyberbullying and provide tools so that fathers, mothers, guardians, and caregivers can recognize and address this problem effectively.

Taking concrete actions to protect our boys and girls in the digital world is essential. This campaign seeks to raise awareness and provide practical tools to prevent cyberbullying.

Diego Montoya

Alianza Lima Representative

In Peru, more than 280.000 minors received sexual propositions online, and over 500.000 met an adult in person whom they met on social media without their parent's knowledge. This problem is called grooming because many are adults pretending to be kids online.

Knowing how important football is for the Peruvian families, we find a way to show visually how easy it is for an adult to pretend to be a kid on the internet.

We hacked one of the most important matches of the year using the protocol of players walking out with children. Hernán Barcos, the club captain, walked out holding hands with an adult to demonstrate that the same thing happens daily on the internet when we talk about grooming.

The campaign impacted more than 8M people in Peru, with $270K earned media value with a minimum budget invested. However, the most important result was raising 500% of reports during the campaign.