In the digital world, people go to great lengths to create content that will maximize their likes with the aim to create a viral photograph or video. Often, in their quest, they tend to indulge in behaviours that are dangerous or can cause self-harm.
The internet penetration in India is growing at a rapid rate in India thanks to the availability of affordable smartphones and data and with millions of first-time internet users in the country that are creating millions of pieces of content on platforms. For example, TikTok, a short-video platform has gained immense popularity in India and has over 200 million users in the country. While user-safety is a shared responsibility where the user optimises the use of in-app safety features and the app provides all the resources and guidelines to make the in-app experience safe.
In a bid to sensitise India’s growing digital population about safe and responsible use of user-generated content platforms, TikTok, the world’s leading short-form video platform, launched a campaign called #WaitASecToReflect, to inspire users to pause for a second and think of their online behaviour before going ahead and posting content. The #WaitASecToReflect campaign where TikTok aims at encouraging all digital citizens to use the internet and online platforms in a more responsible, respectful and constructive manner is the need of the hour.
As part of this campaign, TikTok has also partnered with the Digital Empowerment Foundation (DEF) to execute a digital literacy programme focused on the usage of user generated content platforms. In Phase 1 of the campaign, DEF is conducting awareness workshops among consumers across key cities in 10 states of India.
Both TikTok and DEF have acknowledged that India’s youth – particularly those living in small-town and rural India – can be empowered thanks to cheap mobile data and the ease to smartphone technology, especially if they are taught digital literacy, which includes proper online etiquette while creating content.
The aim of the partnership between TikTok and DEF is to build a conscious community of diginatives who will help spread the message of creating a safe and positive online environment.
To further resonate with India’s digitally active consumers, the TikTok campaign launched with three digital films that are set in most common real-life situations related to people using online platforms. In a recreation of these situations, the films bring to life the aftereffects of their actions when they are about to post something unpleasant. One of the films also focuses on the pertinent topic of digital addiction among the youth.
Through the campaign, TikTok aims to reach users pan-India. In addition to the three films, the campaign also features a radio jingle and an in-app challenge that inspires action, with a contextual adaptation of a culturally relevant phrase – Bura na post karo, Bura na share karo, Bura na comment karo [Post no evil, share no evil, comment no evil].