T-Mobile

Mollie's Story from Bold Creative Showreel on Vimeo.

Client: T-Mobile & Timebank
Creative: Series of animations and dedicated ‘support’ website

Objectives
T-Mobile approached Bold Creative with evidence of the growing and worrying phenomena of mobile bullying among the young. Bold was tasked to raise awareness to T-Mobile’s young customers and provide anti-bullying support through mobile phone technology and digital platforms.
The brief dictated that the youth’s opinions and experiences on bullying were to directly lead on the creative output of the project.

Strategy
Applying Bold Creative’s participatory process of instigating creative workshops with the targeted youth groups, they helped distil and identify the different forms that bullying takes; these peer-to-peer youth specific experiences and insights formed the backbone of the campaign.

Output
Bold created a series of animations from a selection of emerging young talent that tackled the different scenarios that the youth could empathise with. The animations were then distributed via various digital platforms, social networking sites as well as the official T-Mobile and Timebank sites.
A dedicated support website provided the facility for the youth to upload all kinds of tips and advice, these were then rated on their usefulness by other users. These winning tips were then sent out to subscribers ensuring the information and advice was genuinely useful to the target audience.

Visit the website here

Wider Results

1. The design route created a youthful approach which engaged and resonated with the audience.
2. Bold created a ‘safe space’ for the young audience to share and air grievances and
   experiences.
3. The project created a strong feeling of ‘you are not alone’ amongst the peer-to-peer audience, creating a centralised space for guidance and solidarity.