In most cases there is a common denominator which may make us to mistake bullying for harmless fun among friends: laughs.

Bullying Or Not is an online experiment, raised as a web game, where we expose four audio tracks of laughs randomly, with its footages hidden. User has to guess if what he/she is listening is a bullying case or a simple moment of fun among friends.

After listening every audio track the footage is revealed, so the user finds out the truth. At the end of the game a message reveals the result, followed by the main message behind the campaign: Bullying hides behind laughs.

We launched Bullying Or Not (www.bullyingornot.org) during the International Day Against Bullying, taking advantage of the theme day.

The web game will be embedded throw “iframes” inside El Mundo website, where users can play the game.

This interactive experience acts as an add-on to current issue news, allowing us to communicate our message.

We also took advantage of the spread and coverage of other media of Unidad Editorial (the group where El Mundo belongs) to advertise our website.

Different popular journalists from Unidad Editorial also provided coverage of the action through special sections and topic news based on bullying, to spread our message, as well as throw their own social networks.

In addition, we used Spanish influencers, related or involved in some way with bullying, so they promoted and spread our website through social network.

Not analyzed yet.