The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Your Vote
Overall Rating
Opps, please vote again
3 votes

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.


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