2017 Silver Utilities and telecommunications

Table19

Client: Internet Matters

Sticks and Stones

Campaign overview

Keeping children safe in an ever-evolving digital world, Internet Matters needed to alert parents of the reality of modern bullying in a hard-hitting campaign that spoke directly to them.

Strategy

At the very centre of Table19’s strategy was the message that bullying has changed, and parents' advice and support needed to change too. It can now be a 24/7 phenomenon, and it can be happening in their homes without anyone realising it.

The aim was to speak directly to parents in a very human, real way.

Table19 aimed to draw on the uncomfortable truth that a constant online presence can lead to mental health issues in school children. Parents needed to stay aware, and consider other avenues than the school playground.

Creativity

Table19 set about creating a short film to bring home the message that the advice we'd learned from our parents is a bit outdated; bullying has become cyberbullying, and it's moved from the playground to every possible social feed.

Using the old ‘Sticks and Stones’ rhyme, repeated over and over, warping it, Table19's film takes viewers to an uncomfortable place to reflect the turmoil a child goes through at the hands of cyberbullies.

The film is based in what you would assume would be a safe place for children, their bedroom, making the issue even more of a worry.

A hard-hitting message, designed not to scare - but to raise awareness.

Results

The task was to drive people to the cyberbullying hub on the Internet Matters website - to give hope, help and advice to parents.

Internet Matters had over 1,000,000 targeted views in two weeks, nearly tripled visits to the website and created a dwell time of nearly two minutes per visit.

Team

Matt Broekhuizen (Managing Director) Table19 - Datch Datchens (Creative Head) Table19 - Reuben Mychaleckyj (Art Director) Table19 - Paul Reading (Head of Art) Table19 - Lizzy Tuckey (Business Director) Table19 - Sam Rhodes (Senior Account Manager) Table19 - Carolyn Bunting (General Manager) Internet Matters - Amy Rowcliffe (Marketing Director) Internet Matters - Simon Martin (Creative Director) Table19

Contributors

Pretzel Films Film Production