More than one in four children a year experiences bullying. The I Am A Witness campaign aims to stop bullying by activating the “silent majority” of kids who witness it each day, transforming them from passive bystanders into an active collective that speaks up against bullying.
Since 2015 HelpGood has been working on this Ad Council anti-bullying marketing campaign focused on inspiring tweens and teens to take action. Our efforts started with prep for the campaign launch in October, anti-bullying month, and have continued to present day. HelpGood leverages digital, mobile and social channels, developing and managing the execution of the content marketing strategy. We manage the ongoing editorial calendar, produce and curate content, work with corporate partners like Paramount, Mars, and Nickelodeon, and support promotional partnerships with the likes of Musically, Social Native and others. We also helped support the efforts of YouTube influencers like Grace Helbig, DiegoZ, Harley Morenstein, Brandon Bowen, Glozell Green, Dave Days, Joshua DTV, and Taylor Davis who created videos for their own channels including YouTube, Facebook, Instagram and Vine.
Since launch, campaign videos, including the PSAs and influencer videos, have received over 19 million video views across the campaign social channels including Facebook, and there have been nearly half a million website sessions. In the four months after launch:
The campaign also won a Shorty Award.