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Last year, Monica Lewinsky and BBDO New York publicized online harassment in the real world by organizing racist and homophobic encounters in public and pointing out that such attacks occur daily online.
This job was nominated for an outstanding commercial award, and it now has a follow-up: #DefyTheName, a campaign to reverse the situation by intimidating and disarming their insults.
On the starting point of the effort, we see (or hear about) a wide range of celebrities who have made fun of childhood or even adults, with images contrasting with insults against the success of each star .
"From my personal experience, I know that one of the most insidious effects of bullying is the feeling of isolation," said Lewinsky in a statement announcing the campaign. "Particularly for vulnerable populations, like our young people, it is feeling lonely and suffering in silence, which breaks down self-confidence, degrades self-esteem and leads to even worse consequences."
The work, scheduled to match National Bullying Prevention Month, is supported by a litany of organizations: Amanda Todd Legacy, Alliance Against Bullying, The Foundation for Resilience of the # 39, Childhood, Text Line on Crisis, The Diana Award, Ditch The Label, Heart Mob, iHollaback, Rockit Project, sit down with us, think before typing and the Tyler Clementi Foundation.
The campaign encourages fans to change their social media display names to include an insult that has been used against them by bullies.
Lewinsky led this charge in change his Twitter display "Monica Chunky Slut Stalker, this Lewinsky woman," a reference to many of the insults that had been on her since her affair with President Bill Clinton in the 1990s. Her choice includes "That Woman," an infamous term used by Clinton in his initial (and obviously false) public denial of any sexual relations with Lewinsky.
Time will tell if this aspect of the campaign is successful, as supporters may not be willing to review their harsh insults and show them to the world. (The effort also clumsily intersects with the Twitter tradition of many users who change their display name every October to "spooky names" before Halloween, although there are enough days in a month for both.)
About the launch site, Greg Hahn, creative chief of BBDO NY, said he hoped the work would show that insults should not be an obstacle to success.
"On social media, names and words are often used as weapons," Hahn said. "By showing the names of known and highly accomplished people who have been called children, we hope to use social media to spread the power of these weapons."
CREDITS:
AGENCY: BBDO New York
CLIENT: Monica Lewinsky
SPOTS: "Challenge the name"
Creative Director, BBDO WW: David Lubars
Creative Director, BBDO NY: Greg Hahn
Creative Director: Bianca Guimaraes
Associate Creative Director: Roberto Danino
Head of Integrated Production: David Rolfe
Executive producer: George Sholley
Producer: Jack Patrick
Music Production: Julia Millison
Sales Director: Grace Kelly
Director of Commercial Affairs: Bernadette Naughton
Account Manager: Lindsey Cash
Account Manager: Carrie White
Account Manager Assistant: Jackie Silver
Assistant Account Manager, Partnerships: Jordan Ji
Director of Planning: Karin Santiago
Main planner: Julie Naidu
Senior Analyst, Marketing Science: Crystal Lin
Creative Partnerships Manager: Lucy Bennett
Production company: O positive
Director: Brian Billow
EP: Ralph Laucella and Marc Grill
Prod: Grayson Bithell and Jason Reda
PD: Larry Fong and Jay Feather
Product Manager: Maia Javan
Music Company: Hook & Line
Composed by Bryan Senti
Music produced by Hook and Line Music Inc.
Editorial company: number 6
Publisher: Justin Quagliata
Deputy Editor: Benjamin M. Algar
Producer: Malia Rose
Executive Producer: Corina Dennison
Senior VFX Artist: Ed Skupeen
Senior VFX Artist: John Shea
VFX Artist Assistant: Mark Reyes
Telecine company: Company 3
Colorist: Tim Masick
Colorist Assistant: Melina Smith
Mix and Record Company: Sonic Union
Engineer: Michael Marinelli
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