Every time you share it, this bullying video decreases.
Bullying victims are typically afraid or embarrassed to share their experience. But their silence is bullies’ best ally. To demonstrate that the first step to end bullying is to talk about it, we created a video that literally got reduced when shared on Facebook. The 100-second illustration film portrayed a bullying victim’s silent suffering, and it got shorter by a millisecond each time it was shared. After thousands of shares, the video disappeared, ending the victim’s misery.
As a result, the campaign sparked a conversation on the subject and raised awareness for a problem Singaporeans had been overlooking. The project was short-listed in Cannes. But most importantly, it encouraged both victims and bystanders to break their silence.
As a result, the campaign sparked a conversation on the subject and raised awareness for a problem Singaporeans had been overlooking. The project was short-listed in Cannes. But most importantly, it encouraged both victims and bystanders to break their silence.
Awards:
Cannes Festival – 2 shortlists
Spikes Asia – shortlist
Adfest – Gold in Promo Lotus
Facebook Awards – Bronze
Spikes Asia – shortlist
Adfest – Gold in Promo Lotus
Facebook Awards – Bronze