Dentsu Webchutney’s Project Re-Search urges adults to go beyond Blue Whale Challenge

07 Feb,2018

By A Correspondent


Dentsu Webchutney revealed Project Re-Search, an initiative started in November 2017 to measurably increase mental health awareness in India, starting with its first campaign, Beyond the Blue Whale. The campaign turns a Google search for the Blue Whale Challenge and its associated terms to a search for mental health difficulties in children, instead. This undercover search campaign has been active since November 2017, attempting to divert traffic from all ‘Blue Whale Challenge’ related searches, to relevant topics around mental health.


Commenting on the initiative, PG Aditya, Senior Creative Director, Webchutney said: “Post the Blue Whale Challenge, we had to ask ourselves: where now from here? What is the right takeaway for parents and adults from this? And how do we equip ourselves when say, the next avatar of a Blue Whale surfaces? The masses hadn’t received that information from the large institutions that drove the sensation around Blue Whale. And we decided to take it upon ourselves to change that.”


Added Anushma Kshetrapal, founder, Color of Grey Cells:  “Project Re-search uses the Blue Whale Challenge as a wake-up call. And aims to direct an adult’s invested concern in it towards some of the oft ignored mental health difficulties that could have made our children vulnerable to it. The hope is that adults ‘re-searching’ through this initiative take their first step towards learning about issues we’ve ignored as a society for far too long”.



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