Market Research - Competitor Analysis

This cyber bullying advert is very shocking in the terms that the narrator calls cyber bullying a 'virus' and a 'disease'. This advert shows a young girl being cyber bullied by people in her school but she deals with herself without telling anyone. Aside from the websites, this form of promoting how to deal with cyber bullying is effective because it shows the young girl who is obviously feeling very upset whereas the group of girls who are also being shown are laughing and seem to be enjoying bullying this lonely girl. The camera movements within this advert makes the audience feel sympathy towards the victim because at one point the camera pans from right to left and it shows the two girls laughing and sending messages about this girl but as the panning continues you see this girl check her phone and is then shown feeling distraught. However, a Facebook page makes a comment saying that 'Jane shouldn't be treated like this' and then various hard-hitting facts appear, leaving the audience left feeling shocked.


This short video is extremely hard hitting for the audience as this girl in shot now narrates her personal feelings throughout the video. I think promoting bullying in a video form is the most effective medium in order to capture the audience's attention due to the fact that we have to concentrate throughout to understand the story. The video concludes with some shocking statistics about suicide, many bullying adverts end with statistics and facts that leaves the audience thinking and wondering about other cases of suicide.

After researching various cyberbullying themed websites, I believe I have found the qualities on how to make a successful campaign. A lot of the websites had some interesting points and some elements that stood out, so I believe if I can interpret these and make them relate to my ideas, my campaign will be a success. In my campaign, I think I need to make it interactive for the audience, have key points on how to avoid being bullied- physically or on the internet, I need to have interesting colours that will attract the audience and also to make the campaign look exciting and vibrant and lastly, the language I need to use has to be sophisticated and very direct as I want to audience to trust my opinions and beliefs.