October is National Bullying Prevention Month, so it’s only natural that cybersecurity company Norton would work to make a statement against bullying online with the help of its creative AOR, Grey San Francisco.
The theme of the “Raise Your Voice Against Cyberbullying” campaign is getting parents to talk directly to their tween and teenage kids about the experience — which is unfortunately almost universal among their age group.
This is a very somber project that leaves no room for easy jokes.
“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,” said the client’s senior director of global brand and campaigns Kathryn Kane.
In a survey last year, Norton found that 27 percent of parents thought their kids were more likely to bullied online than in the classroom, and we feel like that number is deceptively low. As the film makes clear, we’re not talking about anonymous Twitter users ganging up on media figures; this is the kind of vicious personal assault that can traumatize people for years.
In addition to the work above, the #RaiseOurVoices campaign includes an e-book guide to cyberbullying for parents and kids as well as social media activations.
Advertiser: Norton by Symantec
Spot Title: Raise Your Voice Against Cyberbullying
Creative Agency: Grey San Francisco
Chief Creative Officer: Curt Detweiler
Creative Director: E Slody
Art Director: Bryan Evans
Creative Support: Kate Murphy, Marcus Pettersson, Tracy Silagi
Director of Integrated Producer: Daniel Tuggle
SVP, Acct. Director: Will Egan
Management Supervisor: Christine Cote
Acct. Supervisor: Genevieve Gray
Assistant Acct. Executive: David Hay
Production Company: Chelsea Pictures
Director: Peyton Wilson
Executive Producer: Jonathan Gribetz
Partner/Executive Producer: Lisa Mehling
Partner/Executive Producer: Allison Amon
Line Producer: Jessica Wise
Production Supervisor: Tamika Miller
Cinematographer: Stoeps Langensteiner
Client: Norton by Symantec
Sr. Director of Global Brand and Campaigns: Kathryn Kane
Global Campaigns Sr. Manager: Randi Bartelmie
Global Campaigns Planner: Irene Liang