Bullying prevention social activist Monica Lewinsky has launched a PSA which serves as a powerful exploration of bullying by recasting the issue and asking the question: “If this behavior is unacceptable in real life, why is it so normal online?”
The film, created by BBDO New York, portrays people publicly acting out real online comments to illustrate that at the receiving end of every comment is a real person–a fact all too easy to forget in today’s online culture. While the bullies and the recipients of denigrating talk are actors, those who intervene to stop the bullying are real people, which gives a life-affirming positive tone to the work.
Titled “In Real Life, the PSA was directed by Win Bates via BBDO Studios.
Credits
Client Monica Lewinsky/Anti-Bullying Agency BBDO New York David Lubars, chief creative officer, global; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kothlar, executive creative directors; Bianca Guimaraes, associate creative director/art director; Roberto Danino, associate creative director/copywriter; David Rolfe, head of integrated production; Angela Narloch, executive producer; Rani Zarina Vaz, head of music production. Production BBDO Studios Win Bates, director; Michael Gentile, BBDO Studios lead; AJ Rowe, BBDO Studios manager; Persis Koch, exec producer. Editorial Work Editorial Adam Witten, editor; Jamie Perritt, producer. Color & Finish The Mill Fergus McCall, Corey Brown, colorists; Kyle Zemborain, 2D assist; Luis Martin, producer. Audio Post Heard City Dan Flosdorf, mixer; Gloria Pitagorsky, exec producer. Music Human Andy Bloch, composer/creative lead; James Dean Wells, exec producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
