Escalating GIFs

By Ogilvy, Berlin, Germany

For European Anti-Bullying Network (EAN)

Highly Commended in category Health & Wellness

In subcategory Non-Profit-Digital

Project Description
One in three European teenagers becomes a victim of bullying at some point. Many suffer from abuse more than once, with the aggression and violence often escalating with each attack. The rise of social media has only worsened the problem. Furthermore teens tend to reject any intervention on this topic from teachers, parents and other external authorities.
The European Anti-Bullying Network (EAN) with its 17 local partnering organizations wanted to reach as many European teens as possible and make them understand the real consequences of bullying in order to stop bullying. As supporting tools websites and helplines should be communicated to empower victims and bystanders.
But as the EAN is a non-profit NGO with a campaign budget under 30,000 Euro, the campaign had to be built on the power of earned and shared media.
Agency Solution
The campaign was launched on the 6th of March, the Anti-Bullying Day in Greece, on a national and pan-European level, with an ongoing seeding of GIFs on different teen relevant channels. The roll-out in other countries followed and still is.
The GIFs were seeded exactly where teens are looking for entertainment – on platforms, which are well-known homes of GIFs like Giphy, 9gag, Imgur and others.
Locally adapted for one of the 17 partnering NGOs of the European Anti-Bullying Network (EAN) the GIFs were posted additionally on several national social media pages with a focus on Facebook, Instagram and Twitter.
The main flight of the campaign supported by PR on a European level took place from March 6th until April 15th.
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