Perfect Fools has won a Pencil in the prestigious One Show 2022 awards for its innovative campaign "Bullying Out of Home" for non-profit organization Friends. The campaign aimed to increase awareness of cyberbullying among adults, which is a crucial step towards prevention.
Social media is not just a platform for memes and fun challenges. It is also a place where intense bullying takes place, often out of sight of adults. Friends conducted extensive research on bullying, which showed that 40% of all children and teenagers in Sweden had been bullied online, with nearly half of them never telling an adult about it.
To address this issue, Perfect Fools streamed authentic notifications from bullied children's hidden mobile screens to thousands of public screens across Sweden. The notifications popped up on top of regular advertising, giving adults a glimpse of the unknown reality of cyberbullying and the awareness needed to take action.
The campaign was a huge success, with interaction on Friends' social media channels increasing by roughly 400% and traffic on their website by 242%. Moreover, the new Friends Annual Report shows that awareness of cyberbullying among adults has increased by 14% since before the campaign.
The "Bullying Out of Home" campaign was picked up by Sweden's biggest TV station (SVT), who ran a 7-minute feature and interview with Friends about the campaign and the cause. It was also featured on Sweden's biggest radio network (SR) in a 5-minute feature, evening press TV for an 8-minute interview, and several other papers.
Winning a Bronze Pencil in One Show 2022 is a testament to Perfect Fools' creativity and innovation in the advertising industry. The One Show is one of the most prestigious awards in the industry, recognizing excellence in creativity, originality, and impact. Perfect Fools is proud to have won this award and to have made a difference in the fight against cyberbullying.