Title | NO MORE EMPTY DESKS |
Brand | FARE X BENE |
Product/Service | ONLUS |
Category |
A03. Online: Fiction & Non-Fiction |
Entrant
|
DLV BBDO Milan, ITALY
|
Idea Creation
|
DLV BBDO Milan, ITALY
|
Production
|
FILMMASTER Milan, ITALY
|
Credits
Stefania Siani, Federico Pepe |
DLVBBDO |
Executive Creative Directors |
Giuseppe Pavone, Luca Ghilino |
DLVBBDO |
Client Creative Directors |
Federico Brugia |
Filmmaster |
Director |
Lorenzo Cefis Filmmaster Ceo- Executive Producer |
Filmmaster |
Ceo- Executive Producer |
Elena Marabelli |
Filmmaster |
Producer |
Davide Crippa |
Filmmaster |
D.O.P |
Ferdinando Arnò |
Quiet, Please! |
Music |
Alessandra Barbieri |
Band |
Post Production |
Why is this work relevant for Entertainment?
#nomoreemptydesk is a campaign inspired by the true story of Carolina Picchio, an Italian girl who committed suicide because she was the victim of cyberbullying.
The film obtained over 3 MILLION views and more than 400 thousand shares on the web and was broadcast by several national television channels, in full and on their own initiative. The campaign was sponsored by the Italian Ministry for Education, Universities and Research and shown in over 30 schools, encouraging debate between students and professors on the issue.
Background
Background
In Italy, one out of ten young people attempt suicide because they are victims of cyberbullying, and in one school out of two bullying is a daily occurrence.
Brief
The brief was to create a campaign for FARE X BENE Onlus, a little association which develops projects and activities to fight all forms of violence and discrimination in schools.
Objectives
The Objective was to turn the spotlight on the importance of awareness and prevention of cyberbullism through an impactfull campaign able to create buzz on social media and the web and encouraging debate between students and professors on the issue.
Describe the creative idea
#nomoreemptydesk is a campaign inspired by the true story of Carolina Picchio, an Italian girl who committed suicide because she was the victim of cyberbullying.
Describe the strategy
Our strategy has been to create a campaign able to generate buzz and a conversation around the problem of cyberbullying. An emotional content to shown in schools to encourage students to fight cyberbulling.
Describe the execution
A teacher presents a new classmate to her students. She’s starts to tell a dramatic story. She says she left her hometown because at a party, after drinking too much, some students pretended to have sex with her and made a video of it on a smartphone. The next day, the girl was the victim of cyberbullying and received more than 2,000 insulting messages. That’s why she committed suicide. At the end of her story she say: “if I weren’t dead, I’d be here with you in class today, and you can’t imagine what you’re missing out on.”
Describe the outcome
#nomoreemptydesk obtained over 3 MILLION views and more than 400 thousand shares on the web and was broadcast by several national television channels, in full and on their own initiative. The campaign was sponsored by the Italian Ministry for Education, Universities and Research and shown in over 30 schools, encouraging debate between students and professors on the issue.