We reached out to parents, teachers, schools, educational institutions and anti-bullying groups and got them to share the video. Facebook promoted posts and sponsored stories targeted to parents and teachers in Singapore helped us reach the relevant people. At every point, we informed social media users that the video shortens with every share till it’s wiped out completely. Thousands of victims, bystanders, parents and teachers came together on social media to Share It To End It. We used the video as a powerful metaphor: Just like we could end the video by sharing it, we can end bullying by sharing our experiences about it.

The shrinking video got Singapore talking about bullying for the first time. Over 50,000 Facebook shares (not just views or likes) and 900,000 Twitter impressions sparked a national conversation. The message reached 6.5 million Facebook users, and a further 29.6 million people via other platforms. The CABCY Facebook community tripled. Singapore Member of Parliament Dr Lily Neo voiced her support to the cause. Social media, a platform notorious for cyber bullying, became a safe space for sharing about bullying in one of the world’s most digitally connected countries. Beyond Singapore, we got unprecedented free coverage in over 30 countries.