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This Anti-bullying PSA from Deutsch NY Will Really Shock You

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Editors' Choice: Bryan Reisberg shoots hard-hitting spot for Champions Against Bullying

This Anti-bullying PSA from Deutsch NY Will Really Shock You

We’ve all been bullied at some point in our life, and every year, over 15 million teenagers are the target of bullying and the rise of social media has only exacerbated the crisis. 

Deutsch NY partnered with Champions Against Bullying, one of the oldest, International non-profits passionate about "creating a society where every child has the opportunity to develop, learn and thrive in an environment without fear," to NOT ONLY raise awareness but TO DO something about bullying. 

Through the partnership, a PSA was created using teens reading real posts left on bullied teen’s social media sites. It’s real and it’s raw. The key takeaway – don’t let it be ‘too late,’ we can put a stop to bullying now.

As Deutsch visited the social media pages of cyber-bullying targets who took their own lives, the agency kept seeing an outpouring of positive messages posted onto their pages and realized that if some of this positivity came earlier, things might have turned out differently. 

The agency set out to make a video that would help teens understand that speaking up earlier matters and letting victims know that even if they aren't getting the support they need, doesn't mean that it doesn't exist.

Deutsch believed that only real posts left on bullied teenagers' social media could deliver the proper emotional impact - so messages were compiled from the actual social media pages.

In the end, a powerful PSA with an emotional, but important, message was brought to life – bullying can be stopped. At the end of the spot, we remind people to “Be nice. Now.”

Champions Against Bullying
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Advertiser: Champions Against Bullying

Post Production / VFX

Colourist: Gary Tam

Creative Agency

Creative Agency: Deutsch NY

Art Director: Jessica Giles, Katrina Mustakas

Chief Creative Officer: Kerry Keenan

Copywriter: Austin Hamilton, Brian Alexander

Executive Creative Director: Jeff Vinick

Executive Producer: Andrea Curtin

Group Creative Director: Karyn Pascoe

Head of TV / Production: Joe Calabrese

Producer: Joe Pernice

Team Manager: Jeremy Gelade, Clara Kim

Production Company

Director: Bryan Reisberg

DOP: Tim Wu

Executive Producer: Andrea Curtin

Producer: Joe Pernice


Audio Post Production: Your Theory Music

Composer: Eugene Micofsky

Sound Engineer: Jeremy Cimino

Sound Mix: Jason Milstein


Edit Assistant: Ramon DeSouza, Anne Lai

Edit Company: Cosmo Street

Editor: Stephane Dumonceau

Genres: Storytelling, Dialogue

Categories: Charity, Corporate, Social and PSAs

Deutsch NY, Wed, 07 Jan 2015 17:22:09 GMT