Unlike Cyberbullying

The Internet isn’t going anywhere. The online tools we use to engage with each other and express ourselves are evolving rapidly – becoming easier to use and more accessible every day. An unfortunate bi-product of all this advancement is cyberbullying.

It’s a real issue with real victims. The Nova Scotian Government wanted to take a firm stance against cyberbullying and bring it to the forefront of the conversation in the Province. We couldn’t have agreed more.

The Goal:

For cyberbullying to become part of the larger conversation in Nova Scotia.

Key insight:

We knew that in order to talk to teens in a meaningful way, we needed their direct input. In phase one, we created a contest that asked students for their ideas. What is the best way to fight cyberbullying? Students from across Nova Scotia answered our call, and the winning idea helped inform the second phase of the campaign. The winning idea, “We’re People, Not Profiles”, sought to remind us that our actions online have real effects on real people. Cyberbullying is like a “computer virus” or “the flu”. In phase two people were encouraged to stand up against cyberbullying and become part of  “the cure”.

Likes are universally understood. We promoted the opposite. In an animated video we encouraged people to “unlike” cyberbullying “The cure” toolkit was developed. It consisted of a series of social media tools that students could use to show the world they “unliked” cyberbullying. The video ran in movie theatres across the province, on the big screen at the Halifax Metro Centre, and of course online. Transit shelter ads supported the campaign by driving students to our website.

The Results:

The campaign reached students in every part of Nova Scotia with upwards of 1,000 people engaging online – the vast majority of whom were aged 13-17. Key student influencers downloaded and used the toolkit on their social networks, and major news networks (CTV & CBC) covered the campaign launch event held at Empire Theatres.


Likes are universally understood. We promoted the opposite.



students engaged