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#AdCouncil Launch Multi-Channel Effort Against #Bullying


The Ad Council is releasing a new social media assault against bullying and is recruiting a number of online celebrities to get involved along with lots of high-profile partners. The campaign, entitled 'I am a Witness', encourages those who observe bullying online to take action and stand up to the perpetrators.The social media push comes after research from the organisation found that 90% of teens have witnessed online cruelty but have done nothing about it. A 2013 study conducted by the Centers for Disease Control found that nearly 15% of U.S. students had been bullied electronically in the past year, proving that it is still a contentious issue. At the heart of the campaign is a new emoji from the iOS update that is shaped like an eye in a speech bubble; it is hoped that by young people using the emoji when overseeing abusive behaviour, the victim will realise they are not alone and that there are people who care and are looking out for them.

The ad agency behind the crusade, Goodby Silverstein & Partners (GS&P) said that rather than tackling the bullies themselves, they were looking to challenge those who sit by and let it happen. Art director Hannah Wittmark told Wired: “Me and Angie were talking about how we could empower kids to go from passive to active... we wanted to help them stand up and do something.”



The campaign includes a 3 minute clip featuring YouTube stars such as Grace Helbig, Trevor Moran, Amanda Steele and more who read out negative comments posted about them online to show that bullying affects everyone. Here it is:-



Companies involved so far include Apple, Adobe, Snapchat, Google, Twitter, Tumblr, Johnson & Johnson, Yahoo, Vevo and loads more. Social media has improved our lives greatly, but for a huge number it can cause misery. No one can deny it's great to see these huge brand names getting involved for a cause that is so personal to many young people. Everyone should be able to use the internet the way they want to, and hopefully now more than ever those who are suffering will realise they aren't alone.



SMF rookie, fresh out of academia, looking forward to more creative ventures. With a love of current affairs, green tea and an ever insatiable wanderlust, Katie is ready to have her voice heard. Follow her @KatieAtSMF


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#AdCouncil Launch Multi-Channel Effort Against #Bullying Reviewed by Katie Gascoyne on Sunday, October 25, 2015 Rating: 5

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