|Agency||BBDO New York|
|Advertiser||Monica Lewinsky / Anti-Bullying|
|Brand||Monica Lewinsky / Anti-Bullying|
|Date of First Broadcast/Publication|
|Business Sector||Charities, Foundations, Volunteers|
|Story||There’s a cyberbullying epidemic sweeping the country. To show its consequences, anti-bullying advocate Monica released an interactive PSA that integrates real text messages with the film. Designed to be watched on a phone, it seems to tell the story of a girl growing sicker from a health epidemic. The viewer is then prompted to enter their phone number to find out what really happened. The exact same film then plays again, but this time the viewer receives real text messages at the same time as the girl in the video. It becomes clear she is a victim of cyberbullying. Within a week, over 200,000 texts were sent in 157 countries. It was featured on the Today Show, CNN, Teen Vogue, Daily Mail, People, Glamour and Fast Company. Reach on Twitter was 9.1 million, and it was tweeted by celebrities like Sarah Silverman, Judd Apatow and Jim Carey.|
|Media Type||Web Film|
|Chief Creative Officer||Greg Hahn|
|Worldwide Chief Creative Officer||David Lubars|
|VP Creative Director||Bianca Guimarães|
|Creative Director||Roberto Danino|
|VP Creative Director||Gary du Toit|
|VP Creative Director||Lance Vining|
|Associate Creative Director||Jim Connolly|
|Director of Integrated Production||David Rolfe|
|Executive Producer||Jessica Coccaro|
|Executive Producer, Digital||James Young|
|Digital Resource Manager||Jimmy Mcgee|
|Brand Strategy||Dexter Blumenthal|
|Marketing Project Lead||Crystal Lin|
|Production Company||Sanctuary Content|
|Executive Producer||Preston Lee|
|Executive Producer||Kristen Bedard-Johnson|
|Line Producer||Noah Thomason|
|Editing Company||Arcade Edit|
|Assistant Editor||Chris Angel|
|Assistant Editor||Jeff Lopus|
|Editorial Executive Producer||Sila Soyer|
|Editorial Producer||Fanny Cruz|
|Executive Producer, Color||Ashley McKim|
|Color Producer||Alexandra Lubrano|
|Flame Artist||Tristian Wake|
|Flame Artist||Mark Popham|
|After Effects Artist||Riccardo Sinti|
|Music Composer||Sloan Alexander|
|Executive Music Producer||James Dean Wells|
|Audio Engineer||Sloan Alexander|
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