TikTok encourages users to #WaitASecToReflect in its latest brand safety campaign

To inspire action among India’s digital citizens, the campaign also features a radio jingle, an in-app challenge and a pledge inviting users to wait a second and reflect before they post or share anything online

TikTok, the world's leading short-form video platform, today unveiled an awareness campaign to sensitize India’s growing digital population about safe and responsible use of user- generated content platforms. The campaign, titled #WaitASecToReflect, has been developed with the mission to inspire built on the philosophy of inspiring users to pause for a second and think about their online conduct.

To further resonate with India’s digitally active consumers, the 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 after effects 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 one 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 .

As part of this initiative, TikTok is also asking users to take a pledge to wait a second and reflect before they post any content online on https://waitasec.in/

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. For its first phase, DEF will conduct awareness workshops among consumers across key cities in 10 states of India.

“As internet penetration grows at a rapid pace across india, the need to drive awareness around safe user behaviour is felt like never before. We believe that #WaitASecToReflect will encourage all 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 added said, “The internet today is dominated by youth from smaller towns across the country; 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 positive online environment. With this partnership, we look forward to further our mission of informing and educating the youth about responsible online conduct.”

The #WaitASectoReflect was developed in collaboration with creative agency, The Glitch.

• Watch the #WaitASectoReflect films here:

• Opinions or hate? #WaitASecToReflect |

• Addicted or connected? #WaitASecToReflect

• Careless or cool? #WaitASecToReflect

Discover what happens when you #WaitASectoReflect before you post something online. Download TikTok on iOS and Google Play. For more updates, follow TikTok India on TikTok, Twitter, Facebook and Instagram.

Campaign credits:

Creative Agency: The Glitch

Production house: Flux@TheGlitch

Director: Alok Kulkarni

Radio Jingle by Tallz

About TikTok: TikTok is the world's leading destination for short-form mobile videos. Our mission is to capture and present the world's creativity, knowledge and moments that matter in everyday life. TikTok empowers everyone to be a creator directly from their smartphones, and is committed to building a community by encouraging users to share their passion and creative expression through their videos. TikTok has offices in Beijing, Berlin, Jakarta, London, Los Angeles, Moscow, Mumbai, Sao Paulo, Seoul, Shanghai, Singapore, and Tokyo. In early 2018, TikTok was one of the most downloaded apps in the world. TikTok is availabl