Papyrus Prevention of Young Suicide: advert-body-1 by TBWA\Manchester

TBWA\Manchester has created a new campaign for national charity Papyrus Prevention of Young Suicide to mark Safer Internet Day (6 February). The film aims to raise awareness about the risks of cyberbullying. It forms part of its on-going work around the statistic that more than 200 schoolchildren die by suicide every year in the UK.

Although social media can be a positive influence in young people’s lives, this film intends to highlight the fact it can also be used as a cyberbullying tool. Bullying no longer stops when children get home. With this insight, Papyrus commissioned TBWA to create a bold campaign that would make people face up to the reality.

Choosing such an innocent setting and special relatable moment between parent and child deliberately strikes a harsh juxtaposition to the reality for some children, shocking people to really think about the implications – at worst a child ending their own life. TBWA and Papyrus want cyberbullies to think twice, victims to realise they aren’t alone, and parents to run upstairs hug their children and start a conversation about online safety and join in the conversation on #SaferInternetDay using #BedtimeStories.