| Title | Witch |
| Agency | JOAN London |
| Campaign | Modern Witch Trials |
| Advertiser | The Cybersmile Foundation |
| Brand | The Cybersmile Foundation |
| Date of First Broadcast/Publication | 2024 / 2 |
| Business Sector | Human Rights |
| Story | JOAN London has created a powerful new advertising campaign for The Cybersmile Foundation to combat the growing threat of cyberbullying and online abuse. The campaign, Modern Witch Trials, which includes a short film directed by Chromista’s Eliza McNitt, aims to raise awareness of online harassment and spark a conversation about finding kinder ways to address problematic behaviour online. Drawing parallels with the Salem Witch Trials, which began 332 years ago this month, the film concludes with the central message that "Mob Justice Isn’t New. It Just Got a Tech Upgrade”, directing people to The Cybersmile Foundation website for information on how to engage more productively online. Born out of the rise of cancel culture, the campaign builds on the idea that cyberbullying and social media retribution are becoming more widespread, both for celebrities and those who are not in the public eye. It stresses how online harassment can affect anyone with a social media presence and that it is critical to not only highlight this increasingly prevalent issue but also start the dialogue about how we can build a more compassionate digital community. |
| Media Type | Digital |
| Length | |
| Executive Creative Director | Kirsty Hathaway |
| Copywriter | Fiona White |
| Art Director | Thomas Farrall |
| Production Company | Chromista, LA |
| Director of Photography (DOP) | Minka Farthing-Kohl |
| VFX Company | The Mill |
| Creative Director | Matt Pascuzzi |
| 2D Lead | Yoon Bae |
| Art Director | Chet Hirsch |
| Designer | Adrian Navarro |
| Designer | Laura Nash |
| Designer | Amy Staropoli |
| Producer | Sheila Lobo |
| Producer | Zack Stimell |
| Executive Producer | Ted Robbins |
| Executive Producer | Adina Birnbaum |
| Sound Designer | Rob Ballingall |
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