CyberMentors Speak Out to Beat Bullying

Beatbullying‘s online organisation CyberMentors, an online organisation supporting victims of bullying, has launched a major £1.2m advertising campaign in Britain, centred on a controversial advert banned from television. The commercial, featuring a girl sewing up her lips, was made in memory of bullied school girl Megan Gillan, whose life was cut short on January 19, 2009, after facing continual bullying online and at school.

Beat Bullying TV advert

A young woman, played by actress Chrissie Kett, sits in front of a mirror, surrounded by signs of hope and support, but apparently so despondent that she feels she must sew together her lips. Music is “Stronger”, by Sugababes. The ad includes a shot considered too disturbing for television in a decision made by Clearcast. Megan’s family, however, have fully endorsed the campaign with the hope that no other family suffers the loss they have faced. The video is being shown on YouTube and in cinemas before movies rated 12+, while BeatBullying appeals to Clearcast for a second opinion.

Click on the image below to play the video.

The ad finishes with the challenge to financially support the CyberMentors organisation by sending a mobile phone text, “SPEAKOUT” to 84459. “Why not donate just £3 to Beatbullying? The cost of your text to 84459 will be charged at £3.00 plus your standard network text charge. Service is available for UK mobiles only.”

The behind-the-scenes video shows Chrissy preparing for her role, the application of a prosthetic lip, set up and camera shots, and interviews with M&C Saatchi creatives.

Click on the image below to play the video.


The Lips campaign was developed at M&C Saatchi, London, by creative director Graham Fink, art director/copywriter Orlando Warner, planner Howard Miller, account director Sadie Clark, account manager Jennifer Gledhill, in collaboration with Beat Bullying Head of Communication Sherry Adhami.

Filming was shot by director Graham Fink with producer Deidre Allen at Serious Pictures. Editor was Peter Goddard at Poppy Films. Post production was done at Rushes. Audio post production was done at The Voice and Music Company.