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2020 ADC Awards - Interactive

The Epidemic

Agency BBDO / New York + Sanctuary / Los Angeles

Client Monica Lewinsky
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ADC_DFG20_026G

About the Work

Cyberbullying has become a global epidemic that is the root cause for 20% of teen suicides. But the symptoms of Cyberbullying often go unnoticed until it’s too late. To create awareness of this unseen epidemic, anti-bullying advocate Monica Lewinsky released a unique mobile experience that integrates real text messages with film. The film seems to tell the story of a girl growing sick from a health epidemic. The viewer is then prompted to enter their phone number and the same film 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's a victim of Cyberbullying – the real epidemic at play. All texts were inspired by real cyberbullying messages. Within a week, 200,000+ texts were sent in 157 countries. Many teachers Tweeted about incorporating the experience into their lessons and key figures in the anti-cyberbullying movement, including Amanda Todd’s mother, were also quick to share it. It was featured on the Today Show, CNN, CBS, Teen Vogue, Daily Mail, People, Glamor and Fast Company. It received 100+ million media impressions and was Tweeted by celebrities including Ben Stiller, Sarah Silverman, Tony Hawk and Olivia Munn.