Ad Council Campaigns
ANTI BULLYING BYSTANDER AD COUNCIL CAMPAIGN 2012
Expanding on the message of “Bully”, Waitt Institute was asked to join AOL, Facebook, and Marlo Thomas’s Free to Be Foundation to be part of an anti- bullying multi- media campaign directed at parents with school age children. As we know from the Sioux City Project Research, parents are still the greatest influencers on kids attitudes and behaviors. Press release here
Two 30 second campaign spots were created, both encouraging parents to talk to kids about being “upstanders” not “bystanders”. The first spot was a clip from the Lee Hirsch/ Weinstein Company’s film “Bully” showing actual school bullying and highlighting the reactions of children who were bystanders.
The second spot, titled “Lockers” featured secondary school age girls and highlighted the bystander reaction to a young girl being brutally bullied.
See the campaign in its entirety here http://www.adcouncil.org/Our-Campaigns/Safety/Bullying-Prevention
‘COACHING BOYS INTO MEN” CAMPAIGN WITH PARTNERS “FUTURES WITHOUT VIOLENCE” 2002- 2006
Waitt Institute for Violence Prevention, Waitt Foundation, and Futures without Violence created a multi media campaign from 2002-2006, highlighting the first time that the strategy of “engaging men and boys” in gender violence prevention was given a national spotlight.
Three thirty second television spots were created, which aired from 2002-2006.
This ad, entitled, “Wrong Way Around” premiered in 2002, and focused on “teaching often, teaching early” that violence against women and girls is wrong.
Our ad from 2006, “Father and Son” premiered in 2006, and highlighted the need for fathers and mentors to teach boys that violence against women and girls is wrong.