This Distressing PSA Captures the Horrors of Bullying in the Facebook Era

"Betty B. goes to my school. This is my school."In "Betty B.," a PSA written, directed, shot and edited by Matt Bieler, represented by Los Angeles-based Reset Content, a crisp young voice recounts her relationship with a girl from school. As she describes how Betty B. courted her trust, from saying hello to teaching her how to put lipstick on, we see flashes of the places and objects around which their friendship bloomed. "I like having a friend," our protagonist muses, as she adds Betty B. on Facebook.Halfway through the film, the narrative starts over. Same images, different relationship dynamics. See how it all plays out:

Beauty Brand Posts Selfies With Lipstick-Kissed Hands to Fight Cyberbullying

With more people posting selfies on Instagram every day, the chance that others will leave negative comments is at an all-time high. But Tarte Cosmetics, which wanted to find a way to speak out against cyberbullying, is encouraging people to post even more selfies—using the hashtag #KissAndMakeup.

iOS 9’s Puzzling Eye Emoji Is Explained: It’s the First Ever Made for a Social Cause

A number of anti-bullying campaigns have rolled out in recent years, with most of the messaging aimed either at the victims or the bullies themselves.

This X-Rated Snapchat Account Disappeared After Exposing the Wild Side of College Life

Snapchat's gone wild. College kids have turned one of the app's most popular features—My Story—into a crowdsourced stream of public debauchery.

5 Things You Need to Know About Facebook’s Updated Community Guidelines

Facebook has released a new, detailed outline of its Community Standards, explaining what the tech giant means when it says things like "no nudity" or "no hate speech." Facebook has enforced these standards a variety of ways over the years, but the social network says it mostly relies on its more th

VH1’s ‘I Will Survive’ Anti-Bullying Ad Is Great Fun, but Does It Send a Good Message?

Gloria Gaynor's disco classic "I Will Survive" gets remade as an anti-bullying anthem in this VH1 spot by Del Campo Nazca Saatchi & Saatchi in Argentina, showing tormented boys and girls singing out their plans for sweet revenge in adulthood.Expertly staged by music-video veteran Agustin Alberdi and boasting a great cast, the ad feels kind of like a musical number from Glee in its heyday. It opens with a kid enduring the indignity of a dual swirly/pantsing: "First I was afraid, I was petrified/They flushed my head several times, exposing my behind." Other tortured middle-schoolers soon pick up the thread. One looks ahead to the day when, "Oh my power, I will abuse/I'll be the CEO, you'll be the one who shines my shoes." Another promises, "I'm gonna call you night and day/And on weekends I'll send texts/Ask you for all kinds of things, making sure you never rest."On one level, the video is a marvel of wish fulfillment that anyone who's ever been picked on or put down during lunch period or study hall can instantly relate to. Believing you can turn the tables feels great, and the spot hits all the right notes in that regard. Still, the tone and message ultimately fall flat. The revenge motif, though lighthearted, seems to perpetuate the cycle of bullying, with today's victims becoming tomorrow's oppressors. Yes, it's handled with a deft touch and good humor—and the jerks in the boy's bathroom using that kid's head as a toilet scrubber certainly have it coming.Even so, breaking the cycle and discouraging the behavior should be the goal, shouldn't it? There's really none of that here. (Contrast VH1's approach with Everynone's short film on bullying from a few years back, which really captured the complexity of the issue.)Also, ultimately, these bullies are free to go about their brutish business. Vague threats of corporate comeuppance 20 years hence seem pretty lame when victims ripe for pantsing are available in the here and now. Meanwhile, the terrorized kids tunefully suffer and bide their time, fated to wait decades for "revenge" which, let's face it, may never come.Bullies grow up to be bosses sometimes, and nerds aren't always management material, no matter how earnestly kids in PSAs sing to the contrary.Credits below.

Justin Bieber Makes Decent Anti-Bullying Ad, Despite Being Forced to Do It

Justin Bieber's new anti-cyberbullying PSA may have been mandated by a plea deal to bail his manager out of reckless endangerment charges, but it's still surprisingly heartfelt. And judging by some of the comments on Bieber's YouTube videos, it's familiar territory for him.

The Spot: Victim and Villain

GENESIS: Bullying is usually painted in black and white as persecution of the good by the evil. Everynone directors Daniel Mercadante, Will Hoffman, and Julius Metoyer saw gray areas.

Six agencies, six solutions for cyberbullying

There's a lot of talk about cyberbullying these days, but not necessarily a lot of action. That's why Adweek issued a creative challenge to agencies, which were asked to come […]

Upload-a-photo bullying effort invites abuse

M&C Saatchi's "Unhappy Slap" is loads of fun. You can upload your face onto the victim of a harrowing London street attack and thus experience—virtually, at least—the pain and humiliation […]