Objective: Create
a campaign to educate and inform teenage girls
about how to deal with bullying, in line with
Vodafone’s corporate responsibility strategy.
Activity: Threepipe
created the ‘Cut-it-Out’ campaign,
a film-making competition which invited teenagers
to submit film storyboard ideas about the negative
impact of mobile phone bullying.
The campaign brought together bullying charity
BeatBullying, teen magazine Bliss and nationwide
cinema chain, VUE Cinemas.
Shayne Ward was used to launch the campaign,
talking about his experience of being bullied
in a series of online interviews and an exclusive
webchat with Bliss.co.uk.
Results: •
25,000 click-throughs to the Cut-it-out microsite. •
Over 400,000 kids saw the Vodafone branded winning
film shown on 607 screens
throughout 62 VUE cinemas. •
Over 300,000 teenagers downloaded the films to
their handset within VUE cinema
foyers. •
Over 80 pieces of coverage with a total reach
of 74 million with an AVE value of £521,000.
