Bullying by Carat New York, DDB New York for Ad Council

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Bullying

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Industry Charities, Foundations, Volunteers
Media Film
Market United States
Agency Carat New York
Agency DDB New York
Production Hello
Released October 2012

Credits & Description

Bullying Prevention Campaign to Empower Parents Launches During National Bullying Prevention Month
Imagine being in an oppressed state where you feel everyone hates you. You’re worthless, dumb, or ugly. You may not hear words like this every day, but many kids do. And these words are the stopping power behind a new anti-bullying campaign by DDB NY for the Ad Council directed at parents and adults.

DDB NY purposefully crafted the messaging of the campaign to be as uncomfortable and disconcerting as possible to remind parents of the gravity of what their kids are witnessing and the devastating effects a bullying experience can have on them. To balance the urgency of the narrative with an empowering call to action, the campaign offers an educational resource at stopbullying.gov where parents can go to teach their kids safe ways to be more than a bystander.

Global media agency, Carat, developed a strategic communications approach and secure donated media inventory for the Bullying Prevention Campaign. Leveraging their relationships in TV, Print and Digital, Carat's activation teams were able to secure targeted, high-profile media space for year one of the campaign.

To help spread the word, media outlets and celebrities like Kelly Ripa, Ellen, Rosie O’Donnell, and Marlo Thomas are speaking up to help support the campaign and take a stand against bullying. Links to the creative as well as the press release with additional videos are below. Please let me know if you would like to speak with DDB NY or Carat about their participation.
Matt Eastwood, Chief Creative Officer
Joseph Cianciotto, Executive Creative Director
Colin Lapin, Associate Creative Director
Tony Bartolucci, Associate Creative Director
Katie Riddle, Copywriter
Shawna Laken, Senior Art Director
Teri Altman, Executive Producer
Paul Sundue, Director of Digital Strategy
Carly Ferguson, Senior Digital Producer
Alec Helm, Production Assistant
Kim Oetting, Print Producer
Chris Bonanni, Editor
Angelina Singleton, Account Supervisor
Ginny Levine, Management Supervisor
Heather Gorman, Account Director
Hello! – Production Company
Matt Smukler, Director, Hello!
Carl Swan, Executive Producer, Hello!
Beast – Editorial
Jim Ulbrich, Editor
Elizabeth Krajewski, Producer
Music
Paul Kelly, Music Composer