DOLPHIN BOY by Saatchi & Saatchi New York for National Crime Prevention Council

DOLPHIN BOY

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi New York
Director Lee Hirsch
Art Director Kevin Li
Copywriter Ethan Schmidt
Account Supervisor Darla Price
Released January 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NATIONAL CRIME PREVENTION COUNCIL
Product/Service: CYBERBULLYING AWARENESS
Agency: SAATCHI & SAATCHI
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, New York, USA
Entry URL: http://www.youtube.com/oceanking97
Chief Creative Officer: Gerry Graf (Saatchi & Saatchi)
Interactive Creative Director: James Cooper (Saatchi & Saatchi)
Art Director: Kevin Li (Saatchi & Saatchi)
Copywriter: Ethan Schmidt (Saatchi & Saatchi)
Integrated Producer: Kwame Taylor-Hayford (Saatchi & Saatchi)
Senior Producer: Craig Poplar (Saatchi & Saatchi)
Account Supervisor: Darla Price (Saatchi & Saatchi)
Director: Lee Hirsch
Production Company: (iMundo)
Motion Graphics Director: Jon Ellis (iMundo)
Motion Graphics Designers: Itzel Quintero, Tim Fogarty (iMundo)
Flash Developer: Krishna Ramnath (iMundo)
Media placement: YouTube Page Takeover - Web - 1/15/2010
Results and Effectiveness
Dolphin Boy continues to provide a voice for anyone who’s ever been effected by cyberbullying, making a difficult topic accessible on Twitter and YouTube. Wherever the video spreads, it has sparked countless discussions among victims, bullies and parents around the world.
Creative Execution
Stopping bullying in the Screen Age requires different kinds of intervention strategies than the traditional TV spot. To confront these cyber-bullies on their own terrain, NCPC partnered with Google to create a fictional YouTube personality called Dolphin Boy. In the first 3 YouTube videos, Dolphin Boy makes himself an easy target for bullies, as he rants passionately about saving the dolphins. In the fourth video, he turns the tables on cyber-bullies and brings them face-to-face with the consequences: the person in the video is real, and the harm caused to them is also real. The execution grew organically on Twitter as well, with teens and parents posting about their thoughts on the idea. It created empathy for the person being bullied and gave teens something to think about before posting a hurtful comment online.
Insights, Strategy & the Idea
The National Crime Prevention Council wanted to conquer the latest form of crime prevailing in today’s culture: teen cyber-bullying. Like a graffiti artist that vandalises community property in the cloak of darkness, cyber-bullies vandalise chat rooms, message boards and cell-phones with messages of hate and disrespect intended to hurt another person. Today’s teens tend to experience cyber-bullying more than other forms of bullying because it’s easier to inflict harm through the anonymous shield of the Internet versus face-to-face confrontation. And since the cruelty is conducted in the cyber world, they may not have to witness the consequences of passing along a mean message. With cyber-bullying on the rise, the NCPC needed a way to inspire teens not to bully people online by exposing them to its damaging effects on others.