The One Show
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Category
Social Media / Communities / Microblogging
Annual ID
13087N
About the Work
Two years ago, Secret Deodorant started Mean Stinks, an anti-bullying program designed to eliminate girl-to-girl bullying. This year, Secret Mean Stinks wanted to outnumber bullying by getting girls to Gang Up For Good against mean. We gave them a ?gang? sign ? paint you pinky nail blue ? a simple act to help girls rally together and signal to friends that bullying isn?t cool. Within the first week of school, thousands of girls shared their blue pinkies on Facebook, Twitter and Instagram. Then, to show girls that they were part of something larger, we created the Meanstinks.com aggregator, which pulls all of our social conversations into one place where victims and bystanders can band together, share stories and learn how to combat bullying together. Over 1.2 million girls have joined our gang so far, and taken it over ? changing us from content creators to content curators.
2013 Awards
Total Points: 10
Bronze Pencil
Credits
Co-Agency
Marina Maher Communication & Starcom Mediavest Group
Production Company
Haus Interactive
Art Director
Emma Arnold
Angela Paris
Jon Wyville
Creative Director
Susan Treacy
AJ Hassan
Diane Magid
Susan Credle
Creative Technologist
Kevin McGlone
Kristy Schilling
Writer
Charlotte Haynie
Dave Loew
Agency Producer
Rob Tripas
Laurie Gustafson
Bobby Gruenberg
Content Strategist
Mark Renshaw
Jason Parker
Kristin Ware
Cindy Blikre
Digital Artist / Multimedia
Andrea Lyons
Rachelle Sartini Garner
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