The best of non-profit advertising and marketing for social causes

Words can end lives and save lives

Words can end lives and save lives

The setting in this film is simple, a room with two couches separated by a curtain. The film is made for National Bullying Prevention Month (October) and features raw accounts of real cyberbullying attacks told from the victims’ point of view. Their parents hear about the attacks for the first time.

Kathryn Kane, senior director-global brand and campaigns, Norton by Symantec:

Cyberbullying has become prevalent in schools today, but it doesn’t stop there — it is affecting our children 24/7, and as a mother of two daughters, I am acutely aware of the magnitude of this issue”.

The security software firm is company behind this campaign entitled “Raise Your Voice Against Cyberbullying”. The 2015 Norton Cybersecurity Insights Report revealed that 27 percent of parents in the USA felt their children were more likely to be bullied online than in the classroom.

Kathryn Kane:

Norton by Symantec is the world’s leading consumer cyber security brand, and we want to use our leadership position to not only shed light on these very real and culturally-relevant topics, but also present people with solutions and a way to affect change. Inspiring parents to raise their voices is a simple solution that can have a massive impact.”

To help parents learn more about cyberbullying, Norton created an e-book which features illustrations created by children aged 11 to 18 who have personally experienced cyberbullying. Also featured are tips to help parents recognize the signs of cyberbullying and a conversation guide to help parents start a related conversation with their children.

Agency: Grey San Francisco

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