Cyber-­‐bullying is a growing problem. Suicide is now the #2 cause of deaths among adolescents in Canada. With a media budget of only $250, the Safe School Network and John St. got people to take the issue of cyber-­‐bullying more seriously.

By jumping on the popularity of the Jimmy Kimmel Show's "Celebrities Read Mean Tweets" YouTube segments, the agency created a parody video that replaced the celebrities with regular kids reading the mean things people said about them online.

The organization earned a vast majority of media by capitalizing on the late night sketch's proven shareability, and further insured this approach by launching the video during the same week President Barack Obama was scheduled to appear on the show's next installment. This launch date, combined with added blogger outreach was part of the strategy to give the film its greatest chance for cultural relevance and viral success.

In the end, there were more than 200 million earned media impressions. It was the #1 and #2 posts on BuzzFeed at the same time, and web traffic to Canadiansafeschools.com increased by 8,000%.