Cybersmile: How planning used bullies and bystanders to tackle cyberbullying

The Cybersmile Foundation, an anti-bullying non-profit, created a social experiment with Instagram influencer Chessie to bring cyberbullying to the forefront in the UK.

Campaign details

Brand: The Cybersmile Foundation Client: The Cybersmile Foundation Agency: adam&eveDDB London

Summary

Cyberbullying is all over the internet. And it destroys lives: making young people twice as likely to self-harm or attempt suicide (Knapton, 2018). At adam&eveDDB we wanted to raise awareness of this issue, so we partnered with leading cyberbullying charity, Cybersmile.

Planning did three things that helped unlock a creative solution: simplified the problem, identified a new audience and mandated taking the problem to where it happened. The creatives' response was a brilliantly simple premise: every time a trolling comment appeared next to...

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