The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Media Relations
Annual ID
OS_PR18035M
About the Work
To draw attention to the difference between how people behave online versus in real life, anti-bullying activist Monica Lewinsky and a coalition of 10 anti-bullying non-profits, created a social experiment. The experiment showed hateful comments written by real people on social media acted out on the street by actors. Every time a hateful scenario was reenacted, there was always a stranger that stepped in to defend the person being bullied. The experiment urged people to rethink their online actions and posed a very important question: If bullying is unacceptable in real life, why is it so normal online? The PSA kicked off National Bullying Prevention Month and within a month was viewed over 23 million times. The film trended on YouTube on the launch week and the campaign generated over 410 million impressions. Now, schools are using the film as a tool to educate students about bullying.
2018 Awards
Total Points: 2
Merit
Credits
Agency
BBDO / New York
PR / Marketing Agency
Dini Von Mueffling Communications
Production Company
BBDO Studios / New York
Art Director
Bianca Guimaraes
Chief Creative Officer
David Lubars
Greg Hahn
Composer
Andy Bloch
Director
Win Bates
Editor
Adam Witten
Executive Creative Director
Danilo Boer
Marcos Kotlhar
Writer
Roberto Danino
Agency Producer
David Rolfe
Angela Narloch
Rani Vaz
Digital Artist / Multimedia
Fergus McCall
Kyle Zemborain
Corey Brown
Music / Sound
Dan Flosdon
Related Awards
