This Anti-Bullying Film Gets Shorter Every Time You Share It

Singapore's CABCY Creates Interactive Campaign in Response to Criminalization of Bullying

Published on Apr 08, 2014

Editor's Pick

Singapore's The Coalition Against Bullying for Children and Youth (CABCY), works alongside JWT Singapore for "Share it to End It," a social film that gets shorter every time it is shared -- eventually wiping out the bullying victim's distress. Originally a 100 seconds long, the film gets shorter by a millisecond every share on Facebook. Once it is "wiped out," only the last frame will remain, which encourages people to continue the conversation.

Singapore recently passed a anti-harassment law that criminalizes bullying and cyber-bullying.

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Apr 08, 2014
JWT Singapore

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