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Beatbullying 'CyberMentor' ad

Agency: M&C Saatchi

Client: Beatbullying

M&C Saatchi has created a shocking new anti-bullying viral that will put the viewer in the shoes of a happy-slap victim.

The harrowing footage, for charity Beatbullying, uses 3D face mapping technology to show the viewer being chased, harassed and beaten up by bullies.

It is hoped that the campaign will help to encourage 18 to 25 year olds to become senior CyberMentor to work with the charity on its peer-to-peer counselling.

It comes ahead of Beatbullying’s virtual march, which will take place on November 15 to tie in with anti-bullying week. Google, Robinsons and Habbo are among the brands that have joined the march, which will see avatars of children, parents, teachers and celebrities “marching” across the homepages of participating brands.

M&C Saatchi has already picked up awards for its You Can Speak Now campaign, which is created for the launch of the charity in March.

AJR
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