Flip the Script


Turning the
tables on bullying

Using awareness and a multimedia campaign to help bullied kids

One in 3 children in America endure some form of bullying, be it verbal, physical or cyberbullying. The affects are long term, as many bullied children suffer from depression and self-esteem issues far into adulthood. R&R Partners Foundation decided to take a stand against the bullying epidemic.

To bring awareness, the “Flip the Script” campaign represented standing up against bullying by getting the conversation started within families, and with school leaders, elected officials and others. We launched the campaign in 2011 with public service announcements in print, TV and radio. With the support of then Nevada Governor, Brian Sandoval, “Week of Respect” was declared to coincide with the beginning of the school year. Stickers, posters and a new website were created to help students feel empowered to put an end to bullying.

The Work

Further empowering America’s kids, we launched a national Flip the Script Commercial Challenge, which allowed youth to use their voices to create their own 30-second PSAs, with the winning commercial (submitted by Lauren Bush of Dallas) produced and run on USA Network throughout the year (2014). We leveraged media partners to turn Las Vegas Strip’s marquees purple on October 19 for awareness. Many celebrities and musicians jumped on board to help, and a special event called #unite LIVE: The Concert to Rock Out Bullying, further spread the campaign. Through the more than 170 million impressions, a new Nevada law and more, parents and teachers became increasingly aware of the bullying situation.

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The Results

50M

earned media impressions

170M

impressions via TV, radio and print

A new law that makes Nevada one of the toughest states in the country regarding bullying with mandatory prevention programs.