#WordsHurt is an interactive YouTube experience that shows you the effect your words - positive or negative - can have on a person. Targeted towards teens, the experience aims to reduce cyberbullying by putting a face to online interactions.
We wanted to make it as realistic as possible. You could say mean things to her:
Or you could say nice things to her:
Either way, there was a cause-and-effect based on the words you used. The more mean things you said, the more upset she got. Conversely, the more you were nice to her, the happier she was.
There was a YouTube Pre-Roll ad that teased the experience and drove to it.