Delete Digital Drama

Project type: Applications, Campaigns

In the summer of 2011, Storm Ideas' Twibbon teamed up with popular television network, ABC Family, and America’s leading teen magazine, Seventeen, to harness the viral power of social media for good in a bid to stamp out cyberbullying.

Coinciding with the launch of “Cyberbully” – a two-hour original movie that raised awareness about the problem of harassment and abuse amongst teens online – ABC Family & Seventeen Magazine created a Delete Digital Drama Twibbon which appears on the profile pictures of any user pledging their support against online harassment and abuse.

As well as a Custom Landing Page on Twibbon.com, users were able to add Twibbons to their avatars via custom embeds on ABCFamily.com and Seventeen.com.

In only 2 weeks, an incredible 60,000 people had pledged their support for the campaign by adding the official Digital Drama Twibbon to their Twitter or Facebook profiles. The mass popularity has led to the campaign being one of the fastest growing of all time, and also generated a hive of activity on Facebook and Twitter.

On top of highlighting the Delete Digital Drama twibbons as a ’Featured Campaign’, Twibbon.com also enjoyed a ‘takeover’ where the entire site was branded to match the Delete Digital Drama campaign.

The might of Twibbon also powered the campaign’s Facebook app. Here, users can show their support for Delete Digital Drama by quickly and easily overlaying an image of the campaign logo onto their profile pic, all from within Facebook.