This Anti-Bullying Film Gets Shorter Every Time You Share It

Singapore's CABCY Creates Interactive Campaign in Response to Criminalization of Bullying

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Singapore's The Coalition Against Bullying for Children and Youth (CABCY), works alongside JWT Singapore for "Share it to End It," a social film that gets shorter every time it is shared -- eventually wiping out the bullying victim's distress. Originally a 100 seconds long, the film gets shorter by a millisecond every share on Facebook. Once it is "wiped out," only the last frame will remain, which encourages people to continue the conversation.

Singapore recently passed a anti-harassment law that criminalizes bullying and cyber-bullying.

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Apr 08, 2014
JWT Singapore
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