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The Anti-Bullying Bullying Videos

Industry: Public interest & Non-profit
Media:TV & Cinema
Style: Minimalism
Write a short summary of what happens in the film

Shot with a phone, the film centers around a young schoolgirl who is being beaten to a pulp by fellow gangsters in school – identical to social viral bullying videos online.
Except this time, the often-helpless victim teaches viewers how to actually help stop bullying beyond likes and shares.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

There are thousands of viral bullying videos online because people love sharing them to create awareness. While awareness has increased significantly, bullying levels have not decreased at all.
But since people continued sharing these videos, Voice of the Children saw an opportunity to leverage on this social behavior to educate people on how to actually help: by turning these viral bullying videos into a medium to host an anti-bullying message.
We did it by recreating infamous viral bullying videos.
Except this time, the often-helpless victim taught viewers how to actually help beyond likes and shares. By leveraging on the social behavior of people online, the campaign went viral organically, garnering the attention and support from political figures – all with a total of $0 spent.
Production Company:
Cannes Lions International Festival of Creativity 2019
Bronze Film
Social Behaviour & Cultural Insight
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