This amazing project from Singapore use the power of sharing to bring the message about bullying.
It’s an online film with a length of 2 minutes. It gets shorter by a millisecond each time it is shared on Facebook and will disappear after 100,000 shares, ending the victim’s misery. Once the film is wiped out, only the last frame, which people can still share on Facebook, will remain, encouraging people to continue the conversation.
Today the film is shared over 33,000 times. This means that the playing time is reduced with 33%.
JWT Singapore and XM Asia made this campaign for CABCY, the Coalition Against Bullying for Children and Youth.
Unintentionally, this is a campaign that is going to provoke discussion about the value of sharing. What UNICEF said last year. Ok, that was about fundraising. How powerful is sharing in this case?
See and share the film here. And, as CABCY says: Share this film for those who are too afraid to share.