Ad Council: I Am A Witness

This case study describes a campaign from Ad Council, a US body for socially responsible advertising, which tackled the rise of online bullying by empowering witnesses and giving them a simple way to report.

Ad Council: I Am A Witness

Brand: Ad Council Agency: Goodby Silverstein & Partners Launch date: 10/22/2015 Duration: Ongoing Media used: Digital Target audience: Ages 11–17

Challenge and business objectives

Bullying has evolved since we were all children. Bullying no longer lives only in classrooms, in hallways and on school buses. It's online and far more toxic—it haunts and lingers well beyond the stretches of a school day.

Eighty-eight percent of youth between the ages of 12 and 17 who use social media witness some form of bullying, but...

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