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In Real Life

In Real Life | Monica Lewinsky | BBDO
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basics
Industry: Public interest & Non-profit
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
As a society, we show each other empathy face-to-face. But online, a culture of cruelty has become normal. As a result, teen depression and suicide has skyrocketed in the U.S. Today, iGen is on the brink of the worst mental-health crisis in decades with more than half of all teens reporting that they have been victims of cyberbullying. Anti-bullying activist Monica Lewinsky and a coalition of 10 anti-bullying nonprofits wanted to raise awareness and inspire everyone to rethink their actions online, so we can begin to change this statistic.
Strategy
The target audience was people of all ages who have experienced bullying online; this includes targets of bullying and potential bullies. Since most social media influencers have experienced cyberbullying, we partnered with them to share their experiences dealing with online bullying and the lack of it when they’re offline. Their personal stories were shared with their followers, along with the PSA, urging people to rethink their actions online and to #ClickWithCompassion.
Relevancy
"In Real Life" is an anti-bullying PSA that sheds light on the disparity between how people act online versus in real life. The PSA featured actors reenacting hateful comments written on social media, on the street. After experiencing these reenactments, complete strangers stepped in to defend those being bullied. While the bullies and their targets were actors, the people who intervened had no idea they were being filmed. Schools are now using this online film as a tool to educate students about bullying.
Outcome
The PSA kicked off National Bullying Prevention Month and within a month it was viewed over 28 million times. The campaign generated over 1 billion media impressions. It was featured in The New York Times, CBS, Daily Mail, The Guardian, and many more. In Real Life was also shared on social media by celebrities like J.K. Rowling, Sarah Silverman, Questlove, and Katie Couric. But more significantly, schools are using the film as a tool to educate students about bullying.
Execution
To kick off National Bullying Prevention Month in the United States, “In Real Life” launched on October 9th, 2017. The film debuted as an exclusive on CBS This Morning. “In Real Life” was then shared on YouTube, Facebook, and Twitter, the social platforms where most of the internet’s cyberbullying takes place.
CampaignDescription
"In Real Life" is an online PSA that sheds light on the disparity between how people act online versus in real life. We found hateful comments written by real people on social media and got actors to reenact them on the street. Every time a hateful scenario was reenacted, complete strangers stepped in to defend the person being bullied. While the bullies and their targets were actors, the people who intervened had no idea they were being filmed. The PSA urged people to rethink their own actions online and to #ClickWithCompassion.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Low Budget / High Impact Campaign
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Excellence > Low Budget / High Impact Campaign
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Content Marketing > Social Video
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Low Budget / High Impact Campaign
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