The Hetrick-Martin Insitute
“Inspired! Truly an amazing idea and an important message: Everyone deserves a little respect!” – Perez Hilton
We teamed up with The Hetrick-Martin Institute, home of the Harvey Milk High School, to create an authentic, positive campaign and take a stand against bullying. To engage a passionate community of international supporters, we worked with UK pop group Erasure on the re-release of their hit song, A Little Respect. Proceeds from the track, video and merchandise were donated to HMI.
The responses to our video, which has tallied 1M+ views online, by both the internet community and press, were overwhelmingly positive. Perez Hilton’s quote above summed it up best, and the thousands of Likes, shares and comments across the internet echoed his feelings.
Between downloads of the song, streams and TV broadcasts of the music video, traffic to the HMI website, social sharing, merchandizing, and media coverage – the campaign received 20M+ media impressions. The video continues to be shared globally across the internet, and is played in packed arenas on Erasure’s international tour.