Over 50,000 have shared it already, should we count you in?
Standing up against the physical and emotional abuse caused by bullying, The Coalition Against Bullying for Children and Youth (CABCY), JWT Singapore and XM Asia joined together to launch “Share it to end it”, an innovative social media activation campaign designed to raise awareness and spark a conversation on bullying.
JWT Singapore and XM Asia, created a 100-second illustration film for CABCY that portrays a bullying victim’s silent suffering. The film gets shorter by a millisecond each time it is shared on Facebook and will disappear after 100,000 shares, ending the victim’s misery.
“We need to break the silence on bullying in Singapore. Victims are typically afraid or embarrassed to talk about it. It has been commonly reported by children and families that they have often been told to ”learn to live with it” or “not be too sensitive” or “try to fit in” when the bullying was obviously an endless torment on a daily basis, ” said founder of CABCY, Esther Ng.
Once the film is wiped out, only the last frame, which people can still share on Facebook, will remain, encouraging people to continue the conversation. The site itself, also provides links to CABCY’s website, where victims, families and educators can tap a host of resources, including training seminars and e-counselling.
"This campaign is quite counterintuitive. Typically social media campaigns use collective social power to grow or spread a video, but we want people to wipe it out by sharing it,” said Executive Creative Director at JWT Singapore, Juhi Kalia,.
JWT Singapore believes, that sharing the story with a friend literally reduces the suffering the child in this film is experiencing.
The recent passing of Singapore’s new anti-harassment law criminalizes bullying of children and cyberbullying shows how serious the matter has become.
The video link is here.
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