Don't Just Stand By by BBR Saatchi & Saatchi
A survey carried out among Israeli children and teenagers found that most Israeli children would rather experience physical violence than experience bullying.
Today’s reality however is harsh. If before the advent of social media bullying ended at the gates to school; today with much of kids’ social lives managed via platforms like Whatsapp, Instagram and Facebook, bullying goes way beyond the schoolground – following children throughout their day, whether they are at home or at after school sports activities. And when you’re being picked on, when you’re excluded from the class Whatsapp group, shamed on Facebook by bullies hiding behind their keyboard, the scars stay with you well after you graduate.
Bullying is cruel and heartless and can lead to harsh consequences and in some cases even suicide. But rather than appeal to the bullies or reach out to the victims – we decided to opt for an audience that carries a lot more sway – the silent majority who sit on the sidelines. The kids who while they do not take part in the boycott, also do nothing to stop it.
The campaign initiated by the office of the President of the State of Israel, Mr. Reuven Rivlin, under the hashtag #Don’t_Just_Stand_By, was created in collaboration with stars and influencers children love and aims at empowering the silent majority by directing them to a website with tips to help them fight bullying and not stand idly by.
The campaign was shared with all parents WhatsApp groups and teacher organizations with an official email issued by all town halls to households nationwide.
Following a directive of the Ministry of education, many first period lessons were opened with a screening of the campaign commercial followed by a screening of 50 tips on how to not just stand by. The tips were delivered by some of Israel’s leading celebrities: child stars, influencers, models, chefs, singers, entertainers and more.
Within days, the campaign reached over 12 million people (potential exposure) organically thanks to the massive support lent by Israel’s leading influencers (not a single shekel was used to purchase media).
The commercial got over 1m views, scored an engagement rate of 11% with 60% of viewers watching the campaign for over 1 minute and 30% viewing the whole commercial.
All youth movements dedicated an afternoon to discussing the issue.
The country’s 3 leading kid TV channels (Nickelodeon, “The Kids Channel” and “Israeli Educational TV”) screened the campaign and linked to it on their digital platforms. In fact, Nickelodeon went as far as to formulate a pledge for kids to sign on their website and hosted special panels and programs on the topic.
Numerous celebs endorsed and shared the campaign including Internationally famous model Bar Refaeli, Israel’s Super Nanny (Michal Daliot) and Israel’s Minister of Education, Mr. Rafi Peretz.
Agency Credits: BBR Saatchi & Saatchi
Client: The Israeli Presidential Office
Chairman and C.E.O PUBLICIS GROUPE ISRAEL- Yossi Lubaton
COO PUBLICIS GROUPE ISRAEL - Dorit Gvili
C.E.O BBR- Ben Muskal
Campaign Manager - Dorit Gvili
Chief Creative Officer - Yaron Perel
Copywriter - Lee Harush
Copywriter - Kobi Lavi
Art Director - Romy Malachi
Client Supervisor- Eden Archel
Head of Influencer Marketing- Adi Tusia-Cohen
BBR Producer - Nurit Rimon
BBR Editor- Leehou Porat
BBR Marcom & Strategic Planner – Eva Hasson
Director- Yoram Ever-Hadani
POV Producers- Neta Karni, Hadar Albaranes
POV Shahar Segal productions
Post production - Shachar Halevi
Post Production - Broadcast