BULLY by Eardrum for EARPHONE BULLY

BULLY

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Industry Cell phones, Smartphones & Accessories
Media Radio
Market Australia
Agency Eardrum
Director Ralph Van Dijk
Producer Lisa Lepore
Released May 2012

Awards

One Show 2013
One Show Public Service / Radio - Single Merit

Credits & Description

Type of entry: Craft
Category: Best Use of Music and/or Sound Design
Advertiser: EARPHONE BULLY
Product/Service: EARPHONE BULLY
Agency: EARDRUM AUSTRALIA Sydney, AUSTRALIA
Title: BULLY
Corporate Name of Client: BullyingNoWay/Project Rockit/ Reach Out
Client Account Director: Lucy Thomas (Project Rockit)
Agency Account Director: Melissa Sealey
Radio Station: Novanation
Agency: SapientNitro, Brisbane
Executive Creative Directors: Nancy Hartley/ James Burchill
Associate Creative Directors: Ralphie Barnett/ Cristian Staal
Copywriters: Marianne Harvey/Ralph van Dijk/ Ralphie Barnett
Agency Producer: Melissa Ashman
Production Company: Eardrum, Sydney
Director: Ralph van Dijk
Producer: Lisa Lepore
Recording Studio: Eardrum, Sydney
Sound Design Company: Eardrum, Sydney
Sound Designer: Ralph van Dijk
Audio Engineer: Michael Bates
Description of the Project
With the current generation welded to their earphones, Earphone Bully uses 3D sound to put you in the shoes of a silent victim. This creates a powerful roleplay tool to prepare kids for schoolyard bullies and importantly, gives them ways to speak up about it.
It's also about empathy and understanding for bystanders and parents, and for bullies themselves. It can also be personalised when passing onto friends, with the Earphone Bully knowing nearly 600 names.
But what makes this unique, is it’s not just for one organisation, it’s for any anti-bully group in the world to customise with local support info. And global interest is now growing, with support from digital radio stations.
Already in Australia, four major anti-bully groups are using it, including the largest government-funded group. This opens the door to have Earphone Bully as a classroom resource in all Australian schools.