Agency: Grey
Client: Norton Security
Campaign: Raise Your Voice Against Cyberbullying
Delivered: Anti-cyberbully film, cyberbullying printed book, social media content
Over 300 million kids fall victim to cyberbullying every year. But instead of talking about his epidemic, 90% of its victims remain silent. So we decided to break this potential deadly code of silence by placing real victims and their parents in the same room for an honest and real conversation. Their reactions were unscripted raw and created a movement that got people talking for the first time about the impact of cyberbullying. Below is the film we created.
We also created social media content that consisted of film clips and stats about cyberbullying that got retweeted by a few socially active celebs and thought leaders like LeAnn Rimes. For schools we created a cyberbullying handbook that was illustrated by real victims and distributed to hundreds of schools in Canada to help parents and students raise their voice against cyberbullying.
