What we were asked to do
The Vodafone Foundation approached us with an exciting project. They had built a successful online education program in Germany, aimed at educating young people on safe and responsible internet and social media use. Over the years, the initiative had evolved, covering topics like disinformation, data literacy, and the concept of "JOMO" (Joy of Missing Out). With the current focus shifting to AI, the foundation sought to expand this initiative across six additional European markets.
However, there was a challenge: the name "Klickwinkel" didn’t translate well across different European languages and markets. Therefore, they needed a new, catchy English name for the initiative, one that resonated with their target audience (13-18-year-old social media users) and reflected the initiative’s mission. The foundation requested our assistance in brainstorming and developing a suitable name.
What we did
We began by clarifying the initiative's objectives, ensuring the new name would reflect its mission to empower young people as critical, independent digital users. Understanding the importance of cultural sensitivity, we carefully considered how the name would resonate across the six European markets. We hosted brainstorming sessions with our copywriting team, generating a range of ideas that balanced playful language with the initiative's educational goals. After narrowing down our suggestions, including the frontrunner "Kliick," we shared the outcomes with the client for feedback, remaining flexible and responsive throughout the process.
What they thought
They were pleased with the process and the results we delivered. After reviewing our suggestions, including the name "Kliick," the feedback from the various European markets was largely positive. The initiative’s stakeholders appreciated how we had captured the essence of the program while ensuring cultural adaptability across multiple countries. By the end of the project, the foundation expressed satisfaction with both the creative process and the final outcome, positioning the initiative for a successful Europe-wide rollout.