Anti-Bullying Video Gets Shorter With Each Share


To call attention to bullying, the Singapore Coalition Against Bullying for Children and Youth has released a video that gets shorter each time you view it.

The black and white animated video, hosted on a site called Share It To The End, depicts a boy getting bullied at school and telling us he always feels alone and doesn’t feel safe anywhere.

On the site which hosts the video (it’s not on YouTube and can’t be embedded), viewers are encouraged to share the video on Facebook. Each time the video is shared, it gets a bit shorter.

The original video is just under two minutes long and each time it is viewed, it becomes one millisecond shorter until it becomes just a single frame.

The point, of course, is to instill the notion that the more people who are made aware of the problem, the more likely it, like the video, will go away. And to urge children, unlike the child in this video who thinks ignoring the problem will make it go away, to share the fact they are being bullying so they can get help and put an end to it.

It’s an ingenious use of online interactivity that’s brilliant tied to the campaign’s strategy of ending bullying.

So far the video has been shared 6,058 times.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Strategy | Creative Of The Day | Video


About The Author: is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.


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  • steve

    well I only saw a static image so…………..


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