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Beatbullying ‘CyberMentors’ advert

Agency: M&C Saatchi

Client: Beatbullying

M&C Saatchi has created a new powerful ad campaign for the charity Beatbullying.

The campaign promotes CyberMentors, which is an online service for young people who are being bullied, where they can discuss their situation and receive help, support and advice from people their own age.

A 40 second ad, directed by Graham Fink and edited by Peter Goddard, depicts a teenage girl sewing her mouth closed, symbolising the way victims feel silenced by bullies.

Pearl & Dean are supporting the campaign and the ad (which has received a 12A rating from the CAA) will run in cinemas from launch.

The ads launched on January 14, 2010 and will also debut on YouTube’s homepage as part of a major charity partnership tie-in.

This will be supported by an outdoor campaign in key cities as well as 500 schools and youth clubs (Clear Channel and Ten Nine respectively have supported the print initiative).

The campaign is dedicated to the memory of schoolgirl Megan Gillan, whose life was tragically cut short after facing continual bullying both online and in school on January 19, 2009.

Megan’s family has fully endorsed the campaign with the hope that “no other family suffers the loss we have”.

Data gathered by Beatbullying on its peer mentoring website, found that 68% of discussions between under-18s visiting the site featured conversations discussing mental health issues including children revealing they were depressed, felt ‘low’, were unable to cope and asking for counselling.

A disturbing 7% of comments were from children appealing for help because they were self harming. Thankfully, 97% of bullied children that use find the site helpful.

“We are proud of this advert and the way it makes you stop and understand the impact bullying can have on its victims,” said chief executive of Beatbullying, Emma-Jane Cross.

“If just one more vulnerable young person gets the help they need from CyberMentors, then all of the hard work and generous donations put into this campaign will be proved worthwhile.”

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