“They don’t realize how serious this has become. It’s real physical and emotional abuse.” - Esther Ng, founder of CABCY.
JWT Singapore and XM Asia created a 100-second video for CABCY that portrays a bullying victim’s silent suffering. The video gets shorter by a millisecond every time it is shared on Facebook and finally disappears after 100,000 shares ... symbolically ending the victim’s misery. Once wiped out, only the last frame remains, encouraging people to continue the conversation.
Many times, victims are too afraid of opening up and the people who are supposed to help brush such concerns aside out of ignorance. By viewing and sharing the video (click the yellow button below), you are helping to bring the conversation of bullying out in the open ... helping both the victims and the caregivers.
Help END Bullying today!
It's not fun being a victim whether you're a child or in the workplace.
Creative Concept - "Share to End it".
"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. 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."
- Juhi Kalia, Executive Creative Director at JWT Singapore.