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2018 One Show - Film

Escalating GIFs

Agency Ogilvy / Germany

Client European Anti-Bullying Network (EAN)
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Annual ID

OS_FI18051B

About the Work

One in three European teenagers becomes a victim of bullying. The European Anti-Bullying Network (EAN) wanted to change teens’ behaviour to stop bullying with a pan-European campaign. In order to stop bullying, we had to make teens understand the consequences of bullying. As they tend to reject any intervention on this topic, we had to approach them with their favourite “language” in social media: GIFs. GIFs repeat 1:1, unlike bullying, which gets worse with every repetition. Therefore, we developed the “Escalating GIFs”. Shot with real victims of bullying and seeded on platforms where teens are looking for entertaining GIFs anyway, like Giphy, 9Gag, Facebook or Instagram. Within six weeks, the campaign was seen by 5.3 million teens. More than 120,000 engaged with the GIFs. Via earned media another 12.9 million people were reached, worth 220,000 Euros. All this without a single Cent spent on media, just with a few GIFs.