A very challenging brief – to try and tackle the spread of bullying online. The strategy was to talk to the ‘accomplices’, the kids who just go along with, or laugh at the bullying, to get them to challenge their own behavior. The line ‘If you laugh at it, you’re part of it’ perfectly summed their implication up. The digital executions created a substantial attitudinal shift amongst the target audience, and the Myspace page solicited a huge surge of soul-baring testimonials.
To see ‘Jump in, jump out’, please click here or the image.
To see the myspace page supporting the campaign, please click here –
|Independent post campaign survey results:
Over 50% recall amongst the target audienceAttitudinal shift-
90% perceived cyberbullying as negative after the campaign. (pre campaign: 71%)84% stated they would take action if they were a witness to cyberbullying, with nearly half stating they would go as far as defending a person being cyberbullied.
2008 IMA Awards – Finalist
2008 Campaign Big Awards – Winner: Best digital campaign for government (National and Local).
2007 New York Festival – Shortlisted.
2007 Creative Review Annual Placement.
2007 Marketing Society Awards – Winner: Digital Media, Commended: Leading-Edge thinking.