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Ad Council
I Am A Witness

RAN IN: United States

CLIENT
Ad Council

Ann Lewnes, Chief Marketing Officer

AGENCY
Goodby Silverstein & Partners *Lead Agency

Rich Silverstein , Co-Chairman
Will Elliott, Creative Director
Patrick Knowlton , Creative Director
Hanna Wittmark , Art Director
Kate Baynham , Copywriter
Angie Elko, Sr. Designer
Benton Roman , Integrated Producer
Cassi Norman , Account Director
Victoria Barbatelli, Sr. Communication Strategist


Moonbot Studios


Mutato Muzika


Stimmung


SUMMARY

Bullying is mobile. Over 40% of teens experience cyberbullying—sometimes with tragic consequences. The “I Am a Witness” campaign gave teens a way to push back by enabling witnesses of bullying to snuff it out. The campaign created an emoji, the first of its kind, that gave the “silent majority” of witnesses a way to call out abuse and the abusers as it happened. With an innovative interactive video, influencer programs and a simple message, “I Am a Witness” gave teens a simple, powerful tool to reduce a corrosive problem.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: CINEMA;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;Other (Interactive/Online);MOBILE/TABLET;Other (Mobile/Tablet);PR;PRINT;Magazine - Print;RADIO;Program/Content;SOCIAL MEDIA;TV;Branded Content (TV)

Audience: Teens (13-20)

Objectives: Support/Educate target audience

Type: Business to Consumer

Classification: National

Language: English