R.AGE: Against bullying
Lim Wai Yee and Edward Ong
Campaign details
Brand owner: The Star Publications(M) BerhadLead agency: Rapp MalaysiaBrand: R.AGECountry: MalaysiaIndustry NewspapersChannels used: Events and experiential, Internet - microsites , Newspapers, RadioMedia budget: Up to 500k
Executive summary
This case study describes how, in April 2013, R.AGE began a campaign to spotlight bullying within the millennial generation on social media. R.AGE is a special youth pull-out within The Star, Malaysia's leading English daily newspaper. The strategy was to reverse the stigma of 'speaking up'...