Monica Lewinsky / Anti-Bullying: advert-body-1 by BBDO New York
- Location:
A bullying prevention public service campaign for social activist Monica Lewinsky calls attention to the problems of cyberbullying by using real life situations.
‘In Real Life’ is a PSA campaign that features a short film, along with new additions to the #BeStrong suite of emojis, and has been released during Bullying Prevention Month in October. The film and emojis are designed to bring attention to the epidemic of cyberbullying and offer solutions.
The short film asks the question: “If this behavior is unacceptable in real life, why is it so normal online?” In it we see people bullying others, like a guy in a café telling a gay couple to kill themselves, or a bunch of girls picking on another girl on the street, or a woman calling a Muslim woman a terrorist. We find out later that the bullies and the victims are actors, but the situations play out in public, and people come to the defense of the victims.
All the words said by the bully actors were actually taken from real comments from real people on social media channels.
While the PSA draws attention to the difference between how people behave online versus in real life, the #BeStrong emojis allow people to take action when witnessing online bullying.
Credits
Agency: BBDO New York
Client: Monica Lewinsky / Anti-Bullying
Campaign: In Real Life
David Lubars, Chief Creative Officer, Global
Greg Hahn, Chief Creative Officer, BBDO New York
Danilo Boer, Executive Creative Officer
Marcos Kothlar, Executive Creative Officer
Bianca Guimaraes, Associate Creative Director, Art Director
Roberto Danino, Associate Creative Director, Copywriter
David Rolfe, Head of Integrated Production
Angela Narloch, Executive Producer
Rani Zarina Vaz, Head of Music Production
Steven Panariello, Account Director
Lindsey Cash, Account Director
Carrie White, Account Director
Nora Stanton, Account Executive
Christina Stoddard, Planning Director
Dexter Blumenthal, Junior Brand Planner
Yin Chung, Engagement Planning Director
James Mullally, Communications Planner
Lucy Bennett, Influencer Manager
Bernadette Naughten, Director of Business Affairs
Production Company: BBDO Studios
Win Bates, Director
Michael Gentile, BBDO Studios Lead
AJ Rowe, BBDO Studios Manager
Persis Koch, EP
Edit: Work Editorial
Adam Witten, Editor
Jamie Perritt, Producer
Color & Finish: The Mill
Fergus McCall, Colorist
Corey Brown, Colorist
Kyle Zemborain, 2D Assist
Luis Martin, Producer
Mix: Heard City
Dan Flosdorf, Audio Mixer
Gloria Pitagorsky, EP
Music: Human
Andy Bloch, Composer and Creative Lead
James Dean Wells, EP
