Just over a year ago, a girl named Lexie posted a picture of herself holding a sign that read, “I got bullied for wearing glasses! Share if you’re against bullying! #StopBullying” She never could have guessed that, with the help of The Bully Project, over 4 million people would share her post and take a stand against bullying.
The Ad Council worked with The Bully Project to create this video that tells the story of Emily and the millions of people who shared her post and sent her messages of encouragement. The goal is to encourage parents to talk to their kids about how to get involved in stopping bullying, dovetailing nicely with the “Be More Than A Bystander” initiative.
Credits
Client The Ad Council/Bullying Prevention Agency The Bully Project Lee Hirsch, director & creative director; Sarah Foudy, producer; Dana Kupper, DP; Zak Piper, sound. Editorial Fluid John Piccolo, editor; Steve Ortega, assistant editor; Laura Relovsky, exec producer; Chris Davis, online. Graphics Scout Studios Music Asche & Spencer Audio Post Bronx Audio Eric Hoffman, mixer. Additional support provided by DDB and Spot Welders
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
