Bianca Guimarães
Associate Creative Director at BBDO
Greater New York City Area, Estados Unidos
TítuloDefy the Name
Título (Lengua original)#DefyTheName
Campaña Defy The Name
Anunciante Monica Lewinsky / Anti-Bullying
Marca Monica Lewinsky / Anti-Bullying
Fecha de primera difusión/publicación
Sector Empresarial Acciones Caritativas, fundaciones, voluntariado
Sinopsis Shame and isolation are two of the most damaging emotional effects of bullying. Anti-bullying activist Monica Lewinsky and a coalition of 12 anti-bullying nonprofits wanted to create a sense of community so those being bullied know that they’re not alone. So we created a campaign to disarm bullies of their most common tactic: name-calling.The campaign #DefyTheName kicked off with a film showing that some of the most successful people out there were also called names, but they didn’t let that define who they became.The film was only the beginning, as the campaign grew into an online movement that encouraged people to add their bullied names to their names on social media. Lewinsky started this by changing her Twitter name on live television. Soon after, thousands of people did the same and shared their stories, reinforcing our message: you're not alone and the names you’re called don’t define you.
Medio Web Film
Audio Post Production
Responsable de la creación
Worldwide Chief Creative Officer
Director creativo
Director creativo adjunto
Head of Integrated Production
Productor ejecutivo agencia
Agency TV Producer
Music Producer
Productor ejecutivo
Productor ejecutivo

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