Cure the Bullies

Cure the Bullies was a campaign launched for the combined partnership of the Vodafone Foundation and School Aid. Its purpose was to raise awareness of cyber bulling by transforming the topic into a cartoon-like setting and narrative, staged within an online environment. This allowed kids to learn, play, and interact with the campaign through a dedicated website.

The media list involved a full Flash website, HTML fallback site, print ads, banners and television commercials.

Video

TVC

The user journey started with a simple quiz to determine whether you were infected with a bully virus. Once diagnosed, users leveraged the "Virus Extractor" to draw their bully virus into a jar where it had to be "pickled" to cure themselves of their affliction. Pickled bullies were placed on a shelf in the gallery with the user's initials, forever symbolising the bully virus they overcame.

Images

The homepage, introducing all the different kinds of bully viruses

The diagnostic processes involved a simple quiz with multiple choice answers

The answers to each question had to be further gauged with a draggable meter

The virus was drawn from the 'extract-o-meter' machine which purged the virus from their bodies!

The final step to cure the bully virus was to create a concoction of strange remedies

All done! To make it official, students filled out their initials, school, and state

Students could find their pickled bullies upon the shelves in the gallery

Bullies "pickled" were tallied per school to generate a leaderboard

Tech: Flash Player 10, ActionScript 3, SQL Database, PHP/XML.