Cyberbullying

It’s all interesting to see the causes that the Ad Council chooses to create spots for. This ad focuses on the issue of cyberbullying. Although cyberbullying is a relatively new form of harassment, it is a major issue that is not addressed near enough. Cyberbullying has even been related to an increase in suicides among 10-19 year olds.

I think this ad does a great job of showing us that internet bashing is just as painful as being insulted in person. I also really like how the little girl’s speech catches the viewer off guard. I’m not sure what I was expecting to hear come out of her mouth, but I was certainly not prepared to hear so many rude insults! The commercial cuts back and forth between the girl’s speech, and close ups of “Patty’s” face as she listens to what her peers think of her. Patty’s emotional transition from being flattered that she was the topic of interest, to embarrassed by what is actually said is pretty powerful, especially since she is so young.

I would imagine this was an effective campaign not only because of the well written script, but also because of the ad’s call to action… or anti-action at the end of the commercial when it tells people how to stop cyberbullying: don’t write it, don’t forward it, etc.