Green Giant - Raise A Giant (Bully Prevention)
General Mills Green Giant
Feb. 6, 2014
Team members: PACER National Bully Prevention Center - , Ultra Creative - , Cone Communications - , Free the Children -
About this entry
One of the biggest emotional health issues facing families today is bullying. And while parents are aware that bullying is a big problem, they don’t know how to help their child through it.
Green Giant wanted to help families start an open and honest conversation about bullying, so we created the Raise A Giant campaign to inspire parents to write letters to their kids encouraging them to embrace their own uniqueness and have the courage to stand up to bullying.
What does it mean to Raise A Giant?
It means helping our kids see how their unique gifts and talents make them special and encouraging them to use those gifts to stand up for kids who are picked on, teased or hurt because of who they are.
The Raise A Giant campaign, which supported the work of PACER’s National Bullying Prevention Center, began with a 60-second call to action on YouTube and grew organically to inspire dialogue and action from parents and kids across RasieAGiant.com, Facebook, Twitter, the blogosphere and other online and real world outlets.
Over the course of the one month campaign, parents posted 176 heartfelt letters filled with advice, trials and triumphs to RasieAGiant.com.
To help channel the conversation amongst bloggers during National Bullying Prevention month in October, we also created a social media asset guide filled with helpful information on bully prevention and the many ways parents can talk to their kids about bullying.
By providing parents with sharable items including Facebook icons, Pinterest posts, info graphics and bully prevention information, the Raise a Giant message was quickly distributed across the social sphere and helped elevate the conversation about bully prevention to something positive and actionable.
We also wanted to talk directly to teens and pre-teens about their roll in bully prevention, so we worked with PACER National Bullying Prevention Center to develop the We Will Generation program that encourages students to become leaders in the bully prevention movement. As part of the We Will Generation, PACER National Bully Prevention Center asked students to wear orange on Oct. 15th for Unity Day. To show our support, we turned the Green Giant’s iconic toga orange on the famous statue in Blue Earth, Minnesota.
Working with Free the Children through We Day we brought the We Will Generation to thousands of kids in Minneapolis and several other cities through the inspirational story of Molly Burke, a visually impaired motivational speaker who speaks out against bullying and spreads the power of hope. Her message was tweeted and shared hundreds of times by these enthusiastic audiences.
The results of this social media campaign were truly inspirational, poignant, and personal on a highly important topic, that started a real conversation and resonated with families.
The case for why this entry should win a Shorty
8,262,828 traditional media impressions
Over 300 Instagram and Twitter interactions
Over 350,000 reached on Facebook
Over 15,000 likes, comments and shares
18% increase in Twitter followers
2% increase in Facebook likes
Nearly 200 blog entries
176 letters submitted
While we are proud of how much conversation this campaign generated across all of our social media platforms, we are even more grateful for the deeply personal impact all of this dialogue had on the families who reached out to share and participate in raising a giant
Raise A Giant Video: http://www.youtube.com/watch?v=FeIN4_4tZ4c&list=PLsOxEiV0hVBsc8BjqsrRM8znEx40DVtrn