ANTI VERBAL BULLYING
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Verbal bullying is more likely to happen because it has not physical evidence, could happen anytime and anywhere without being noticed by the others, but the effects are very harmful for the victim. Verbal bullying can affect in emotinal and phsycological ways, reaching the point where the victim is so depressed, and wants to escape so badly, and in some extreme cases - suicide.
Make a public service campaign to stop or at least minimize the happening of school bullying.
After conducting a research, verbal bullying is one type of school bullying that mostly happens. The target audience for this PSA are high school students in Indonesia so I made all the copywritings in Bahasa Indonesia. The advertisement has to be bold, straight to the point, and a little bit frontal, adjusting with the characteristic of Indonesian teenager. The use of strong metaphor was needed to make the concept work.
We needed to conduct a further research to make sure this PSA will work, so we did a kind of focus group discusion with some Indonesian highschooler focusing on the visual material of the PSA that would make. Therefore, we had to come with a lot of different and variation of approach execution and discussed which one works the best.
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