Swedish anti-bullying charity Make a Change is confronting parents with the kinds of shocking words their children are faced with via cyber bullying in a print and outdoor campaign.
The ads, by DDB Stockholm, use smartphone icons to spell out shocking phrases like "ugly slut" and "kill your self," all messages that some teens have to deal with in their digital life. According to Make a Change, 20% of the children experiencing cyber bullying are considering taking their own lives and every third girl in Sweden has been subject to sexual harassment online.
The campaign features online, print and DOOH -- presumably, particularly targeting those parents who aren't necessarily digitally savvy themselves. Dennis Phang, Art Director at DDB Stockholm, says in a statement: "The purpose of the campaign is to increase knowledge of cyberbullying, give parents the tools they need to communicate with their children about the web as well as to engage more people to take action against cyberbullying."