Cincinnati, OH
Secret "Biggest. Assembly. Ever."
The age when girls start wearing deodorant is also the same age they face increased bullying at school. In an effort to turn the tide on girl-to-girl bullying, P&G / Secret's "Mean Stinks" held the Biggest Assembly Ever, a nationwide event that united thousands of high school students across the country for frank discussion on how to change school culture for the better.
Through a unique partnership with Google Hangouts, anti-bullying expert Alexis Jones, Zendaya, and nearly 500 schools we created the first ever nationwide live-streaming, real-time assembly: The Biggest. Assembly. Ever. The event and campaign content challenged students to join together and “Gang Up for Good” in support of October’s National Bullying Prevention Month.
AWARDS:
- Silver Cyber Lion: Innovative Use of Social or Community
- ADDY Awards / American Advertising Federation Winner, Silver: Non-Traditional Advertising Campaign
ADDY Awards / American Advertising Federation Winner, Bronze: Consumer Engagement - Procter & Gamble Chairman's Award (Internal)
RESPONSIBILITIES:
- VP, Participation Strategy
- Logistics & Event Mapping
- Site & Social Content Briefing, Development
Live Streaming Event & Support Content
Nearly a decade before virtual events became the norm, we put Google Hangouts to work in ways that hadn't been done. This virtual assembly connected hundreds of schools with one lucky school where anti-bullying expert Alexis Jones interviewed Zendaya about bullying they'd both faced growing up, and what they did about it.
Following the live streaming event, Mean Stinks site and social content gave students easy-to-adopt tools, tips, and activities. It collectively helped school-aged girls feel like they were part of a bigger effort to change the culture at their schools and have fun doing it. We included something for every level of participation so no one felt left out.