How do you battle online bullying? You gang up for good because mean stinks.
AGENCY
Leo Burnett
YEAR
2015
ECD
Susan Treacy
Eric King
―
In 2015, we evolved Secret’s teen-focused Mean Stinks campaign beyond an anti-bullying PSA and into a participation-driven initiative.
The Takeover was a year-long project that set its sights on social apps and empowered girls to transform the places where “mean” happens into places where “good” thrives.
First, we met with real teens in suburban Chicago to craft mantras and a call to arms to spread on social.
Second, we produced the Biggest. Assembly. Ever. - an anti-bullying assembly live-streamed to more than 2,000 schools and 40,000 students nationwide featuring celeb cameos and science-backed tactics developed in collaboration with Cincinnati Children’s Research Hospital.
Third, we presented the Nicest School in America program and awarded two schools the title and trophy for creating a culture of nice in their communities.
"2,000 schools across the U.S. currently taking part in giant assembly to combat cyber bullying. #MeanStinks #CyberBullying"
"Taking selfies with the #niceboard #meanstinks"
"Spread nice yo.#meanstinks"
"Spreading nice in Denver with some beautiful ladies #meanstinks"
"#MeanStinks Assembly yesssss"
"Biggest. Assembly. Ever. #meanstinks from Boyne City High School"
"Backstage at the nation wide #meanstinks assembly. Let's work together to spread nice."
"VT Girls Rock! #Meanstinks @meanstinks"
PRESS/RECOGNITION
Team
Whitney Kaminsky, Catiebelle Bulmer, Andrea DiMattina, Rachelle Sartini Gardner, Zack Anderson, Eavan Wallner, Kevin McGlone, Brad Williams, Craig Shparago