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.

2020 One Show - Health, Wellness & Pharma

The Epidemic

Agency BBDO / New York + Sanctuary / Los Angeles

Client Monica Lewinsky
BACK TO RESULTS

Annual ID

OS_HW20_055M

About the Work

More than half of all teens have been victims of cyberbullying, and the CDC estimates that it’s the root cause of 20% of teen suicides. But because cyberbullying is harder to see than offline bullying, victims often go unnoticed. To create awareness of this unseen epidemic, anti-bullying advocate Monica Lewinsky released a unique interactive film that integrates real text messages. 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 then plays again, but this time the viewer receives real text messages at the same time as the girl in the video receives them. The texts totally change the context 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. The film was featured on the Today Show, CNN, CBS, Teen Vogue, Daily Mail, and Fast Company impressions and was tweeted by celebrities including Ben Stiller, Sarah Silverman and Tony Hawk.