Parents and kids are encouraged to go to stopbullying.gov for more information.
I appreciate the message, because bullying is one of those things we've all experienced to one degree or another. The result of this PSA shows how difficult it is to capture the experience authentically.
While the film is meant to be provocative, it falls short for a few reasons. The first, of course is that it's meant for TV, so the actual words kids would be using are verboten. The handheld/steadicam technique doesn't add to the uncomfortableness so much as scream "you are watching a commercial." And while the kids try their best it feels sanitized and overacted.
The campaign also includes print, which does a better job of depicting the voice of a bully in a headline than in in the spot.
DDB NY Creative Credits:
Matt Eastwood, Chief Creative Officer
Joseph Cianciotto, Executive Creative Director
Colin Lapin, Associate Creative Director
Tony Bartolucci, Associate Creative Director
Katie Riddle, Copywriter
Shawna Laken, Senior Art Director
Teri Altman, Executive Producer
Paul Sundue, Director of Digital Strategy
Carly Ferguson, Senior Digital Producer
Alec Helm, Production Assistant
Kim Oetting, Print Producer
Chris Bonanni, Editor
Angelina Singleton, Account Supervisor
Ginny Levine, Management Supervisor
Heather Gorman, Account Director
Hello! – Production Company
Matt Smukler, Director, Hello!
Carl Swan, Executive Producer, Hello!
Beast – Editorial
Jim Ulbrich, Editor
Elizabeth Krajewski, Producer
Paul Kelly, Music Composer