WE Day
Every year at WE Day, TELUS inspired kids across the country to #RiseAbove and help end cyberbullying. We developed the campaign and stage concept, as well the supporting broadcast and digital pieces.
Authenticity was key – so real kids, with real stories of how they overcame bullying were the centrepiece. We took their stories and translated them into inspiring scripts backed by dynamic animation that came alive on the multi-screen WE Day stage.
Role: Copywriter
#RISEABOVEThe work here is indicative of the fully integrated campaign that lived inside and outside the WE Day arena. TELUS helped raise awareness about cyber bullying and gave kids and parents tips and tools on the TELUS website.
Our social campaign replicated the always-on nature of cyberbullying by targeting adult and youth audiences throughout their day. Tips for parents, and tips for kids, gave them concrete tools to rise above negativity.
