Honorable Mention: Graphis New Talent Annual 2022
Bullying Interrupted
Art Director: Talia Adler
Client: The Bully Project
It’s easy to see the progression of bullying in hindsight but hard to notice in the moment.
Our goal was to give middle school teachers a tool to interrupt the progression of bullying.
Digital- The Bully Button
The Bully Button is an app for students to communicate with teachers about smaller forms of bullying to prevent it from progressing to harsh consequences. Once someone opens the app, they begin by selecting if they are a teacher or a student.
On the teacher’s side of the app, teachers are able to get started by creating a profile for each of their students.
Once the profiles for each student are made, students can download the app and log in to use the “Bully Button” feature.
Once the student presses the button, they select the type of bullying that occurred, indicate what actions the teacher should take, and write anything else they want the teacher to know about the situation. Once the student presses submit, the teacher will instantly get a notification about the incident.
OOH- Bathroom Sign
When entering the bathroom of a teacher’s lounge, a backwards sign will appear on the wall behind the mirror. Teachers will likely ignore the sign at first.
However, when they go to wash their hands, they will be able to read the sign forwards.
Non-Traditional: How to Get Away with Bullying
The Bully Project will create a fake book that appears to be a guide to bullying.
The book will appear on the Scholastic website under “The Teacher Store” section. However, once the viewer clicks “Learn More,” they will be directed to the Bully Project Website.
On this page, the fake book stunt is explained. After this is revealed, the viewer is invited to click on the Bully Button to download it in the App Store.
OOH- Bathroom Stalls
When teachers enter the bathroom of the teacher’s lounge, a mild bullying phrase that is often brushed off will appear on the stall doors.
Once teachers open the stall doors, they will see an altered version of the phrase with a much harsher word. Underneath the headline, the copy will prompt teachers to download the Bully Button to prevent bullying from progressing to those harsher words.
Digital- YouTube Ad Interruptions
While watching a video that contains a mild form of bullying, such as Back to the Future, a short ad will play just before Biff starts bullying George McFly.
OOH- Teacher’s Entrance to School
While teachers are preparing for students the week before school starts, a common mild bullying phrase will be incorporated onto the teacher’s entrance of a school building. Teachers will be prompted to open the doors to “report” the phrase.
When teachers open the doors, a sign will appear on the wall in front of them acknowledging that they interrupted bullying by opening the doors. The sign will then direct them to download the Bully Button in order to stop the progression of bullying in class.
