TORONTO, May 18, 2016 /CNW/ - The Canadian Safe School Network wanted people to feel just how inescapable cyberbullying is for kids today. So they replaced those repetitive ads, the same ones that normally follow you everywhere online, with ads that bully you everywhere instead. That feeling of no escape is the same horrible feeling that bullied kids have online nowadays.
Roehl Sanchez, the ad agency's Chief Creative Officer, adds, "We took those relentless, inescapable retargeting ads, and turned them into something for good. Because of the small budget, we targeted bloggers, influencers and media to spread the word. Essentially, we used the mass programmatic ad banners and turned them into one-to-one marketing." They targeted key online influencers so they could feel cyberbullying firsthand, and encouraged influencers to share their experience online.
To see a video and learn more about how the campaign worked, visit standtogethernow.com/reveal.
About Canadian Safe School Network
The Canadian Safe School Network (CSSN) is a national, registered charitable organization with a mandate to reduce youth violence and make our schools and communities safer.
Agency: BIMM Toronto
Chief Creative Officer: Roehl Sanchez
Client: Stand Together Now
Creative Director: Rene Rouleau
Art Director: Andrew Yeung
Copywriter: Rene Rouleau
PR: Stephen Rouse
Group Account Director: Angela Lowe
Account Coordinator: Erin Stear
VP Technology: Ralph Reefke
Technical Director: Sukh Gill
Director of innovation: Scott Keeling
Digital planner: Allison McLeod
Media: Touche Media, AOL
For further information: Roehl Sanchez, 416.320.5918, email: [email protected]