Because of You,
Ad Council.
How do we talk to teens about bullying when the lines between just joking around and saying something hurtful have become very murky, contributing to a general culture of meanness?
We decided to do that with a campaign that encourages teens to reflect on the power of their words and actions.
Press: AdWeek, Fast Company, Ad Age, Adobe Create.
The Honest Yearbook
Every day, we all have the opportunity to make someone else’s day better or worse. From the conversations we have in person to the comments we leave online, we always have the choice to decide which impact we want to make. To showcase that, we surprised a group of high school students at their yearbook photo shoot to capture the real impact they have on each other.
PSA video
We invited real teenagers and influencers to share how someone else's words and actions changed their lives.
Website and Partnerships
Website
On the campaign's website, we offered tools for teachers and educators and a game for teens to gut check their behaviors and get tips on how to use their words and actions to support their friends and peers.
Twitter Emoji
We partnered with Twitter to create a custom emoji that showed up every time a user wrote #becauseofyou
Snap Challenge
On Snapchat, users were invited to take part and share a “Because of You” message with their friends using a custom filter.
And then The Rock did something for us.
The Because of You campaign also lived in the form of partnerships with movies like Jumanji: The Next Level and Spider-Man: Into the Spider-Verse, and the game Kingdom Hearts III.
For Youth by Youth
The main goal of this campaign was to create content that was interesting and relevant to our audience. To bring both videos and the OOH posters to life we partnered with Adolescent, a production company that puts teen and young adult directors behind the camera. Honest Yearbook was directed by Shea Glover, 20-years-old at the time; and the PSA was directed by Claire Jantzen, 19 years old.
Created at TBD with:
Leila Moussaoui (art director)
Bruno Menon (senior designer)
Rafael Rizuto (chief creative officer)