NEW ANTI-BULLYING COMMERCIAL BREAKS
By Adnews Staff
Concerned Children's Advertisers has released a new anti-bullying commercial, created by Publicis Canada. The ad is the second execution in a three-year public education campaign produced in partnership with Government of Canada National Crime Prevention Strategy. Called "Words Hurt," the ad is aimed at girls aged eight to 12. The animated ad demonstrates how a gesture can have a hurtful effect on another person. The first ad in the campaign, called "Walk Away," was also produced by Publicis. That commercial ran last year, aimed at boys aged eight to 10. "The communications objective posed a unique challenge because the desired motivation is sensitive and therefore more complex to convey," said Duncan Bruce, executive creative director at Publicis Canada. "Boy's bullying is obvious, overt and physical, whereas girls' bullying is subtle and typically non-physical, yet in fact can be just as hurtful, if not more so." The new commercial is running nationally in English and French.