Norton is best known for its anti-virus software, but its latest campaign takes on an online phenomenon that's just as destructive as malware -- cyberbullying.
Agency Grey San Francisco has created a documentary-style film raising awareness of the dangers of cyberbullying, which features six real life families and starts with the information that nine out of 10 children never tell an adult they are being cyberbullied. In the film, the kids sit on one side of a room divide, and read out some of the messages they have received on their phones, while their parents sit on the other side listening.
Some of the messages are really brutal -- such as "if you don't kill yourself, someone else will" --and of course the parents are horrified, and immediately go to talk to their kids. The message emphasized is that communication is the way forward, with the children feeling better once they've shared their pain -- although, very poignantly, for one couple featured it is already too late.
Chelsea Pictures' Peyton Wilson directed the film, which issues a call to action against cyberbullying with the hashtag #RaiseOur Voices. Wilson said in a statement: "I've done thousands of interviews and this was hands down the hardest for me. And, at the same time, I think it was cathartic for the families to share their stories in a profound way, and a profound setting."