CASE STUDY: Ad Council

CASE STUDY: Ad Council

Social Marketing

Ad Council was looking for fresh ideas on how to curb teen bullying. Most anti-bullying messages were passive, focusing on the suffering of victims. But a custom Passion Points™ study revealed that Gen Z felt a huge emotional desire to be active participants in the solution, not merely sensitive bystanders. The award-winning “Because of You” multi-media campaign empowers Gen Z to stand up to bullying and beat it.