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I Am A Witness [video]

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Credits & Description:

Agency: Goodby Silverstein & Partners
Brand: Ad Council
Country: USA
Advertising Agency: Goodby Silverstein & Partners, San Francisco
Media Agency: Goodby Silverstein & Partners, San Francisco
Pr Agency: Goodby Silverstein & Partners, San Francisco
Production Company: Moonbot Studios, Shreveport
Additional Company: Mutato, Los Angeles
Account Director: Cassi Norman (Goodby Silverstein & Partners)
Animation Cleanup; Compositor: Gordon Pinkerton (Moonbot Studios)
Editor: Graham Wilcox (Elevel)
Art Director: Hanna Wittmark (Goodby Silverstein & Partners)
Mixer: Joaby Deal (One Union Recording)
Animation Cleanup; Compositor: Kaleb Rice (Moonbot Studios)
Producer: Sulivan Parker (Moonbot Studios)
Director Of Content Production: Tod Puckett (Goodby Silverstein & Partners)
Editor: Calvin Oneal Jr. (Moonbot Studios)
Svp, Group Campaign Director: Heidi Arthur (The Advertising Council)
Animation Cleanup; Compositor: J.D. Gardner (Moonbot Studios)
Animator: Jason Behr (Moonbot Studios)
Co-Chairman: Rich Silverstein (Goodby Silverstein & Partners)
Creative Director: Will Elliott (Goodby Silverstein & Partners)
Senior Designer: Angie Elko (Goodby Silverstein & Partners)
Executive Producer: Brandon Oldenburg (Moonbot Studios)
Vp, Campaign Director: Deborah Leiter (The Advertising Council)
Musical Arrangement: Nick Dematteo (Elevel)
Production Art: Renee Bates (Moonbot Studios)
Compositor: Thomas J. Moore (Moonbot Studios)
Animator: Andrew Stovesand (Moonbot Studios)
2d Animator: Chad Ford (Goodby Silverstein & Partners)
Campaign Director: Hannah Blatt (The Advertising Council)
Animator: John Durbin (Moonbot Studios)
Animation Cleanup; Compositor: Justin Holt (Moonbot Studios)
Animator: Kendra Phillips (Moonbot Studios)
Ui Developer: Lashea Brittain (Moonbot Studios)
President & Ceo: Lisa Sherman (The Advertising Council)
Composer: Mark Mothersbaugh (Mutato Muzika)
Executive Producer: Natalie P. Montgomery (Mutato Muzika)
Producer: Wendell Riley (Moonbot Studios)
Communication Strategist: Devon Lynch (Goodby Silverstein & Partners)
Sound Designer: Gus Koven (Stimmung)
Production Art: James Cassettari (Moonbot Studios)
Copywriter: Kate Baynham (Goodby Silverstein & Partners)
Lead Developer: Heather Shrewsbury (Moonbot Studios)
Lead Artist: Kenny Callicutt (Moonbot Studios)
Creative Director: Patrick Knowlton (Goodby Silverstein & Partners)
Arrangement: Raymond Plaza (Mutato Muzika)
Managing Partner: Robert Riccardi (Goodby Silverstein & Partners)
Compositor: Russell Smith (Moonbot Studios)
Animator: Beavan Blocker (Moonbot Studios)
Integrated Producer: Benton Roman (Goodby Silverstein & Partners)
Director Of Brand Strategy: Bonnie Wan (Goodby Silverstein & Partners)
Animator: David Wilson (Moonbot Studios)
Business Affairs Manager: Heidi Killeen (Goodby Silverstein & Partners)
Co-Director: Jake Wyatt (Moonbot Studios)
Developer: John Cannon (Moonbot Studios)
Director: Limbert Fabian (Moonbot Studios)
Principal Marketing Manager: Megan Dale (Adobe)
Cg Supervisor; Compositor: Megan Deane (Moonbot Studios)
Motion Graphics Director: Mike Landry (Goodby Silverstein & Partners)
Senior Communication Strategist: Victoria Barbatelli (Goodby Silverstein & Partners)
Cmo: Ann Lewnes (Adobe)
Executive Producer: Lampton Enochs (Moonbot Studios)
Technology Director: Mike Kellogg (Goodby Silverstein & Partners)
Executive Producer: Trish Farnsworth-Smith (Moonbot Studios)
Outcome:
To reach 19 million teens ages 11 to 15,* the campaign generated 2 billion+ impressions across their favorite social networks and mobile devices to raise awareness about the emoji. From October 2015 to today, the campaign generated: •Over 1.2 billion impressions•23.5M views of our films•265.9K engagements with the custom keyboard app and Kik stickers•2.3M impressions through other social When it comes to adoption and intent, a Facebook Nielsen Brand Effect study revealed familiarity with the campaign and understanding of how to use the emoji doubled among those ages 11 to 15 and young adults ages 18 to 20.** And our most important result was that teens who saw our campaign were “definitely” more likely to support a victim or stand up to a bully the next time they witnessed bullying.*Pew Research, Teens, Social Media & Technology Overview 2015 Report**Facebook, Nielsen Brand Effect Study February, 2016
Execution:
Bullying is a universal childhood epidemic. So we created a tool for kids to stop bullying: an emoji. Knowing that emojis are the fastest-growing language across mobile devices and social media, we thought that the best way to implement change among young adults was to give them a tool they could use anywhere. For the first time ever, Silicon Valley came together to launch our emoji, the first anti-bullying emoji—reported to be the first emoji tied to a social cause*—and spread the word about the powerful symbol. Our emoji is now in the native keyboard of 240 million smartphones in the world, giving kids a powerful tool to help stop online bullying.*http://stimulantonline.ca/2015/10/23/emoji-for-an-anti-bullying-cause
Campaign Description:
Bullying no longer lives only in classrooms, in hallways and on school buses. It’s online and far more toxic. Our solution to battle it online was to create the first anti-bullying emoji. Because of its universal code, the emoji can be used across all social media platforms where bullying takes place, without the need to download apps or keyboards.
Strategy:
Our strategy was to use the “I Am a Witness” platform to create a program uniting youth to flex their collective muscle and empowering them to take action against bullying. The key elements of this program were the following: ?Develop a creative campaign to make youth feel big, courageous and part of a powerful movement. We wanted them to see themselves united as agents of change.?Use creativity, design and technology to give witnesses effective tools for action.?Make all of it live on mobile, since the 19 million youth between the ages of 11 and 15* consume most of their information on mobile devices. *Pew Research, Teens, Social Media & Technology Overview 2015
Synopsis:
Bullying is a universal childhood epidemic. But if a witness speaks up when they see bullying, 60 percent of the time bullying stops within 10 seconds. So we, along with the Ad Council, created a tool for kids to stop the bullying: an emoji. Knowing that emojis are the fastest-growing language across mobile devices and social media, we also knew that the best way to effect change among youth was to give them a tool they could use anywhere.For the first time ever, Silicon Valley came together to launch our emoji, the first anti-bullying emoji—reported to be the first emoji tied to a social cause*—and spread the word about the powerful symbol. Our emoji is now in the native keyboard of 240 million smartphones in the world, giving kids a powerful tool to help stop online bullying.*http://stimulantonline.ca/2015/10/23/emoji-for-an-anti-bullying-cause

The Online Advert titled I Am A Witness [video] was done by Goodby Silverstein & Partners San Francisco advertising agency for brand: Ad Council in United States. It was released in the Jan 2016.

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