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2019 ADC Awards - Advertising

#DefyTheName

Agency BBDO / New York + OPositive + DiniVonMuefflingCommunications

Client Monica Lewinsky
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Annual ID

ADC_ADV19050S

About the Work

Anti-bullying activist Monica Lewinsky and a coalition of 12 anti-bullying nonprofits wanted to create a sense of community so those being bullied know that they’re not alone. Unfortunately, we can’t change what bullies say to their targets, but we can change the way it makes them feel. So we created a movement to disarm bullies of their most common tactic: name calling. #DefyTheName kicked off with a film showing that some of the most successful people were also called names, but they didn’t let that define who they became. The campaign grew into an online movement that encouraged people to add their bullied names to their names on social media. Monica Lewinsky started this by changing her Twitter name on live television. Soon after, celebrities, influencers, and thousands of people did the same, reinforcing our message: you are not alone and the names you’re called don’t define you.