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.

2022 One Show - Health & Wellness

BODY SHAMING

Agency Area 23, An IPG Health Company / New York

Client STAND FOR THE SILENT/KAZOO
BACK TO RESULTS

Annual ID

OS22_HW065M

About the Work

Social Bullets is an experiment created to show parents the dangers of the internet by replicating 24 hours in a typical American student’s life on social media. Research revealed that for every 233 bullying posts online, one teenager attempts suicide. To show this staggering number to parents, we transformed a shooting range into a metaphor for social media. On one end, the dark anonymous hole of the internet. On the other, posters representing real-life targets of hate—teenagers who have suffered one of the 4 most common forms of cyberbullying: culture shaming, body shaming, sex shaming, and grade shaming.

These 4 posters, perforated by bullets and transformed into a symbol for the dangers of cyberbullying, are travelling to schools across the country to help promote the virtual educational sessions that were being held by Parent Teacher Associations (PTA).