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Advocacy group has begun a campaign intended to raise awareness of the issue of bullying among children. The campaign, developed by FCB Toronto, consists of an interactive commercial on Apple's ITunes Radio, a recently-launched ad-supported streaming audio service. The creative features a woman asking her son about his day. As the ad plays, text messages appear on the listener's smartphone, communicating the boy's unspoken thoughts.

"Bullying is a widespread problem throughout North America, but it's something that can go unnoticed by parents," said Robin Heisey, chief creative officer at FCB Canada. "The technology behind this campaign is a first, but we're not using technology for its own sake. Creativity is our motivation in using Apple's IAd mobile platform. Anyone listening to this spot will recognize that we need to listen more deeply to what our kids are really saying."

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