That's Not Cool

Branding, Experiential, Advertising.

That's Not Cool - Anti-Bullying Campaign

Online bullying has risen to near epidemic levels and has become a national crisis, with countless students suffering extreme emotional stress and even succumbing to suicide. To help combat this, That’s Not Cool, an award-winning national public education initiative, asked JacobsEye to create a campaign to educate preteens and teens about the severe consequences of this highly destructive behavior and equip them with an ecosystem of defense and support.

 We leveraged a communication and event-based campaign and created a toolkit that showed kids how to identify and confront cyberbullying. The kit included “counter texts” that helped call out abusive behavior. Our program recruited 800 teen ambassadors who helped victims of cyberbullying through online chat sessions, in-school events, and experiential displays in 40 cities.

Over 25,000 texts and emails were received by at-risk kids who stated that bullying instances had lessened after the campaign launched in their communities. Take that, bullies.