Singapore's Coalition Against Bullying for Children Youth has launched an innovative, hard-hitting anti-bullying film as part of the 'Share it to end it' campaign,' which aims to spread awareness of bullying in order to minimize its impact. To get this point across, the group decided to launch a film that gets shorter each time you share it on Facebook.
The black-and-white film shows a depressed boy whose life has been turned to a living hell because of incessant bullying. "I don't feel safe anywhere," he says. "I feel all alone."
The original anti-bullying film is about two minutes long but is shaved by a millisecond each time it is shared. The millisecond-shaving process continues each time the video is shared on Facebook, until the film is eventually reduced to a single frame.