New campaign to change the culture of bullying
Once considered a teenage rite of passage, bullying – thanks largely to the pernicious and relentless nature of social media taunting – has become a mental health issue for many children. The stakes are high. According to a research review conducted by the Centers for Disease Control and Prevention, youth who are bullied are more likely to be depressed, think about suicide, and actually attempt suicide.
Coming up with a workable plan to stop bullying has proven difficult. The approaches are all over the map. Now, a Jacksonville advertising agency has joined forces with a local non-profit advocacy group and middle school students from LaVilla School of the Arts to encourage those who witness bullying to step up and be agents of change.
“Silence Is a Bully’s Best Friend” addresses the issue head-on: This striking public service announcement (PSA) – featuring students from LaVilla – serves as the backbone of a television, online, print, and billboard campaign. The campaign was conceived and produced by Brunet-García Advertising, with direction by the late Paul Figura and campaign stills by Amy Ploss Samson of Figure 8 Studio. The PSA and web videos were scored by Allen DiCenzo of Circa Music.
Article written by Joash Brunet
