A YouTube page take over that is a subtle but surprising way to make people think differently about cyberbullying. We created the Dolphin Boy character to look like the kind of dude that gets mercilessly bullied online. And for the first 20 seconds you can’t help but see why.

Stopping bullying in the Screen Age requires different kinds of intervention strategies than the traditional TV spot. To confront these cyber-bullies on their own terrain, NCPC partnered with Google to create a fictional YouTube personality called Dolphin Boy. In the first 3 YouTube videos, Dolphin Boy makes himself an easy target for bullies, as he rants passionately about saving the dolphins. In the fourth video, he turns the tables on cyber-bullies and brings them face-to-face with the consequences: the person in the video is real, and the harm caused to them is also real. The execution grew organically on Twitter as well, with teens and parents posting about their thoughts on the idea. It created empathy for the person being bullied and gave teens something to think about before posting a hurtful comment online.

Dolphin Boy continues to provide a voice for anyone who’s ever been effected by cyberbullying, making a difficult topic accessible on Twitter and YouTube. Wherever the video spreads, it has sparked countless discussions among victims, bullies and parents around the world.