Bengaluru: TikTok, a social media video-sharing app, unveiled an awareness campaign to sensitise the country’s growing digital population on the safe and responsible use of user-generated content platforms. The campaign, #WaitASec ToReflect, has been developed with a mission to inspire users to pause for a second and think about their online conduct.
TikTok has also partnered with the Digital Empowerment Foundation to execute a digital literacy programme focused on the usage of user generated content platforms. In its first phase, DEF will conduct awareness workshops among consumers across key cities in 10 states.
“As Internet has penetrated India rapidly, the need to create awareness around safe user behaviour is essential We believe that #WaitASec ToReflect will encourage digital citizens to use the Internet and online platforms in a more responsible, respectful and constructive manner. As part of our commitment to India’s growing digital community, we are delighted to forge a collaboration with the Digital Empowerment Foundation who will help us get our message to the last mile,” said Nitin Saluja, Director of Public Policy (India), TikTok. Osama Manzar, Founder Director, Digital Empowerment Foundation said, “The Internet today is dominated by youth from smaller towns, many of whom are experiencing the digital world for the first time through their smartphones. This ease of access to the connected world can be immensely empowering, if channelised in the right way. The aim of our partnership with TikTok is to build a conscious community of digital natives who will help spread the message of creating a safe and posit
ive online environment. We look forward to further our mission of informing and educating the youth about responsible online conduct.”
The campaign was launched with three digital films set in real-life situations about people using online platforms. Recreating these situations, the films bring to life the aftereffects of their actions when they are about to post something unpleasant. One film focuses on the pertinent topic of digital addiction among the youth. In the month-long 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].