Videos of bullying are constantly surfacing on social media because people keep sharing them in hopes of creating awareness on bullying. But awareness is not enough because without any help, the bullying
merely continues. With that in mind, Leo Burnett Malaysia took on the responsibility to do more than create awareness.
Rather, they wanted to educate viewers on how each and every person can actually help to put an end to bullying through a campaign called, ‘The Anti-Bullying Bullying Videos”.
“With studies showing 8 out of 10 Malaysian children admitting to having encountered bullying in school, there’s never been a more relevant time to raise awareness around an issue that is so pertinent to the younger generation.
“By weaving the plea to action into an already emotive narrative, we wanted to push the viewer to a response that went beyond just a like or share”, said Abraham Varughese, Chief Creative Officer of Publicis Groupe, Malaysia.
A simple idea that saw them hijack viral bullying videos, turning them into a medium to host an anti-bullying message. Infamous bullying videos were recreated identical to the original, except this time, a twist sees the helpless victim teach viewers how they can help instead.
Three videos were recreated with three different messages; “Don’t be a bystander”, “Parents, listen to your children” and “Be the voice for the victims”.
These videos end with a message in hopes of making people realise that“Likes and shares don’t end bullying. Learning how to help a victim does”.
Leo Burnett Malaysia also won an award for this campaign at the One Show in New York. The award was one of the very few won from APAC. The “Anti-Bullying Bullying” campaign got a One Show Bronze and Merit.
Project Title: The Anti-Bullying Bullying Videos
Hosting Platform: Facebook (All 3 videos)
Client: Voice of the Children
Creative Agency: Leo Burnett Malaysia
Chief Creative Officer: Abraham Varughese
Writer: Jaz Lee
Creative Director: James Yap, Jaz Lee