R.AGE: Against bullying

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: 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'...

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