The Ad Council and DDB New York have created a TV, print and digital campaign aimed at bullying prevention, with the emphasis on not standing by and enabling bullies. The campaign is targeted at parents as well as kids, and as well as the spot shown here, it includes print ads in magazines such as Food Network Magazine and Cosmopolitan, and an educational resource at stopbullying.gov where parents can go to teach their kids safe ways to be more than a bystander. Carat is responsible for media.
Celebrities including Kelly Ripa, Ellen deGeneres and Rosie O'Donnell will also be involved with the campaign, which was developed by the Ad Council in partnership with AOL, Facebook, Johnson & Johnson, the Free to Be Foundation, the Waitt Institute for Violence Prevention, and the Departments of Education and Health and Human Services. The PSAs were developed and created pro bono by DDB New York and filmmaker Lee Hirsch and The BULLY Project.