VH1’s main target is the young people of this world, so it seemed appropriate to take on a social issue that deeply affects them. The idea of the campaign is to raise awareness about bullying, speaking directly to those “cool” kids who watch the channel. In order to reach them, Del Campo Saatchi & Saatchi knew they had to do something really original that corresponded to the personality and idiosyncracy of the brand and, more importantly, spoke a language that young people could relate to.