Bianca Guimarães
Associate Creative Director at BBDO
Greater New York City Area, Etats-Unis
TitreDefy the Name
Titre (langue originale)#DefyTheName
Campagne Defy The Name
Annonceur Monica Lewinsky / Anti-Bullying
Marque Monica Lewinsky / Anti-Bullying
Date de première diffusion/publication
Secteur d'activité Associations caritatives, fondations, volontariat
Synopsis Shame and isolation are two of the most damaging emotional effects of bullying. Anti-bullying activist Monica Lewinsky and a coalition of 12 anti-bullying nonprofits wanted to create a sense of community so those being bullied know that they’re not alone. So we created a campaign to disarm bullies of their most common tactic: name-calling.The campaign #DefyTheName kicked off with a film showing that some of the most successful people out there were also called names, but they didn’t let that define who they became.The film was only the beginning, as the campaign grew into an online movement that encouraged people to add their bullied names to their names on social media. Lewinsky started this by changing her Twitter name on live television. Soon after, thousands of people did the same and shared their stories, reinforcing our message: you're not alone and the names you’re called don’t define you.
Type de média Film Web
Post-Production audio
Maison de production
Responsable de la création
Worldwide Chief Creative Officer
Directeur de création
Directeur de création associé
Head of Integrated Production
Directeur de la production audiovisuelle
Producteur TV agence
Producteur musical
Producteur exécutif
Producteur exécutif

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