The Coalition Against Bullying for Children and Youth, JWT Singapore and XM Asia have released “Share it to end it” campaign to help end bullying
The Coalition Against Bullying for Children and Youth (CABCY), JWT Singapore and XM Asia have launched “Share it to end it”, an innovative social media activation campaign designed to raise awareness and spark a conversation on bullying.
“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 Esther Ng, founder of CABCY.
“They don’t realize how serious this has become. Bullying is not just a bit of teasing. It’s real physical and emotional abuse.” JWT Singapore and XM Asia have 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.
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 Juhi Kalia, Executive Creative Director at JWT Singapore. “Sharing this story with a friend literally reduces the suffering the child in this film is experiencing. That’s a powerful metaphor for how we can end bullying by sharing experiences and talking about it.”
Singapore recently passed a new anti-harassment law that criminalizes bullying of children and cyberbullying, among other acts, a move that indicates how serious the matter has become.
“I don’t think a lot of people know the extent of bullying – how prevalent it is, how bad it is, and how the children are affected by it,” said Member of Parliament Dr. Lily Neo. “I like the campaign, because it’s a way to get the word out about it. Hopefully more people will talk about it and it will make people aware of it and will help reducing the suffering.”
2 Comments
So if you’re the 70,000th girl to get this video, you will only see the last one third of the video???
And if you’re the 100,000th you just see the last frame? Huhhh?
Another case of creatives patting themselves on the back with some poorly thought out pro-active work….at least thats not counterintuitive.
Some thing just isn’t quite right with the thinking behind this work. And what it solves perhaps is just that urgency to kickstart proactive season. Nice art direction though.