BeatBullying turns emotional scars into real ones with online campaign promoting The Big March
BeatBullying, the international bully prevention charity and part of The BB Group, is highlighting the unseen emotional injuries cyberbulling can cause in a new campaign that calls on young people to join ‘The Big March’ against bullying.
The two minute long film, created by M&C Saatchi, raises awareness of today’s (Wednesday 11 June) protest and encourages young people to take part.
Running on YouTube the video predominately targets 11-17 year olds whilst engaging key influencers and will serve as an asset for supporters to share with others.
BeatBullying CEO and founder, Emma-Jane Cross, commented: “This campaign uses the power of the internet and social networking to unite people from across Europe, and enable them to stand up for the millions of young people hiding the scars and pain caused by bullying.”
By presenting the often hidden scars of bullying as real physical injuries, the campaign visualises the pain of being bullied whilst highlighting that many young adults suffer in silence. The film centres around a schoolgirl – Sophie – as she gets ready in her bedroom, as she checks her phone another wound appears but the injuries are invisible to her father who kisses her goodbye. As she leaves the house she joins a crowd of teenagers with similar injuries taking part in The Big March.
Set to ‘Sink or Swim’ by Lewis Watson, the ad ends with the narrated statements: “You cannot always see the pain caused by bullying, but that doesn’t mean it doesn’t hurt,” and “For everyone that has hidden their tears, bruises, and scars: we march.” It closes with the on-screen call to action ‘Sign up to the Big March’, and #BigMarch.
Camilla Harrisson, CEO at M&C Saatchi, added: “By dramatising the normally hidden impact of bullying, this film powerfully communicates the unseen damage and isolation it causes – the very things that make it such a challenging issue to address. Our aim is that this film will not only enlist participation in the Big March but will build awareness and understanding of the growing issue of bullying and the critical work that BeatBullying does.”
The Big March will culminate in a petition to the European Commission calling for new laws to protect children from bullying and cyberbulling, a designated €77m anti-bullying fund and a European Day against bullying.
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