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Creative

Words Can Save in This Powerful Interactive Anti-cyberbullying Campaign

staging.lbbonline.com, 2 years, 7 months ago

Moscow agency Hungry Boys creates site that allows users to communicate with two online characters

Words Can Save in This Powerful Interactive Anti-cyberbullying Campaign

25% of teenagers globally report that they have experienced repeated cyberbullying.

Tragically, this modern day phenomenon is exasperated daily with the advent of further technologies and social media that can lead to a child taking its own life.

To combat this harrowing problem, creative agency, Hungry Boys, have produced Words Can Save.

Words Can Save is an interactive portal which highlights the signs and problems associated with cyberbullying.  It has been developed to raise awareness of the issue and demonstrate how important words can be for any child or teenager experiencing this invisible menace. 

By accessing the website, users are invited to meet and communicate with two characters, Kate and Mike, via their smart phone or by means of voice recognition.  

Participants interact with the children to establish their background story.  

Both children are victims of cyberbullying by their peers.  Their lives are at stake and they have thoughts about harming themselves.

The user’s goal is to persuade them not to give up on life by using the right words and the results of their efforts can then be shared via social networks to educate others.

Vlad Sitnikov, creative director, Hungry Boys, says:  “The more people who are aware of the problem, the more attentive they will be.  Cyberbullying affects all races and nationalities.  Victims are more likely to suffer from low self-esteem and consider taking their lives as a means of escape.  This is a global issue and it requires a tough and uncompromising stance.  The Words Can Save project allows us to confront this challenge head on and deal with it in a pertinent way.”

Valery Volchetsky, project creator, Hungry Boys adds:  "Cyberbullying is cheap and easy to do.  The majority of children hide the fact they are being bullied and for the most part, parents are unsuspecting of what is going on.  We know that the right words at the right time can prevent a child from harming itself and ultimately save a life."

The Words Can Save website can only be accessed by over 18s and comes with a warning due to its graphic content. 


Creative Agency

Account Manager: Agunda Baeva

Creative: Valery Volchetsky

Creative Agency: Hungry Boys, Moscow

Creative Director: Vlad Sitnikov

PR: Alyona Timchenko

Producer: Alex Nikolaev, Pavel Okishev

Production Company

Production Company: VGNC

Category: Charity , Corporate and social

Genre: Digital