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.

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2020 One Show - Social Media

The Epidemic

Agency BBDO / New York + Sanctuary / Los Angeles

Client Monica Lewinsky
BACK TO RESULTS

Annual ID

OS_SM20_104M

About the Work

Cyberbullying has become a global epidemic that is the root cause for 20% of teen suicides. But because cyberbullying is hard to see, victims often go unnoticed until it’s too late. To create awareness of this unseen epidemic, anti-bullying advocate Monica Lewinsky released a unique film that integrates real text messages to change the context of the story. Designed to be viewed on mobile, the film seems to tell the story of a girl growing sicker from a health epidemic. The viewer is then prompted to enter their phone number to see what really happened. The same film plays again, but this time the viewer receives real text messages at the same time as the girl in the video. The texts totally change the meaning of the film, and reveal that the girl is a victim of cyberbullying–the real epidemic at play. All texts were inspired by real cyberbullying messages. Within a week, over 200,000 texts were sent in 157 countries. It was featured on the Today Show, CNN, CBS, Teen Vogue, Daily Mail, and Fast Company. It got 100+ million earned media impressions and was tweeted by celebrities including Ben Stiller, Sarah Silverman, Judd Apatow and Tony Hawk