Creativity

Parents Hear Their Kids Read Shocking Cyberbullying Messages in Norton's Awareness Campaign

Poignant Documentary Issues a Call to Action

By Alexandra Jardine. Published on Oct 25, 2016

Editor's Pick

Norton is best known for its anti-virus software, but its latest campaign takes on an online phenomenon that's just as destructive as malware -- cyberbullying.

Agency Grey San Francisco has created a documentary-style film raising awareness of the dangers of cyberbullying, which features six real life families and starts with the information that nine out of 10 children never tell an adult they are being cyberbullied. In the film, the kids sit on one side of a room divide, and read out some of the messages they have received on their phones, while their parents sit on the other side listening.

Some of the messages are really brutal -- such as "if you don't kill yourself, someone else will" --and of course the parents are horrified, and immediately go to talk to their kids. The message emphasized is that communication is the way forward, with the children feeling better once they've shared their pain -- although, very poignantly, for one couple featured it is already too late.

Chelsea Pictures' Peyton Wilson directed the film, which issues a call to action against cyberbullying with the hashtag #RaiseOur Voices. Wilson said in a statement: "I've done thousands of interviews and this was hands down the hardest for me. And, at the same time, I think it was cathartic for the families to share their stories in a profound way, and a profound setting."

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About

Credits

Date
Oct 25, 2016
Agency:
Grey San Francisco
Chief Creative Officer:
Curt Detweiler
Client:
Norton
Director of Integrated Production:
Daniel Tuggle
Creative Director:
E Slody
Art Director:
Bryan Evans
Creative Support:
Kate Murphy
Creative Support:
Marcus Petterson
Creative Support:
Tracy Silagi
Account Director:
Will Egan
Management Supervisor:
Christine Cote
Account Supervisor:
Genevieve Gray
Assistant Account Executive:
David Hay
Senior Director, Global Brand Communications:
Kathryn Kane
Global Manager:
Randi Bartelmie
Global Planner:
Irene Liang
Production Company:
Chelsea Pictures
Director:
Peyton Wilson
Executive Producer:
Jonathan Gribetz
Partner/Executive Producer:
Lisa Mehling
Partner/Executive Producer:
Allison Amon
Line Producer:
Jessica Wise
Production Supervisor:
Tamika Miller
Cinematographer:
Stoeps Langensteiner
Post Production Company:
Umlaut Films
Senior Producer:
Kelly Gibbs
Editor:
Jessica Congdon

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