Brand Creation
Video Script
Character Development
Client: State of California Mental Health Services Oversight and Accountability Commission
A Campaign to Bring Awareness to Race-Based Bullying
The Mental Health Services Oversight and Accountability Commission (MHSOAC) of California contracted with Media Cause to create a campaign to bring awareness to the issue of race-based bullying in grades K-12, focusing on tweens. The campaign wasn’t to end bullying - that’s too big and too complicated - but they did want to highlight all the roles people play and it’s not just a dynamic between a bully and the victim.
It comes as no surprise that talking about race-based bullying is complicated. We didn’t want to blame or punish the bully and definitely didn’t want to point fingers at the victim for things they should have done differently. Not only has that been done before, but it’s not effective in showing the multiple roles people can have when bullying happens.
We also knew that by using humans/races as an example, we’d be setting ourselves up for failure. While the campaign was to focus on AAPI-related hate and bullying, it’s not just the AAPI communities that experience race-based aggression. We opted to take our story out of this world and explore how bullying could happen in a school of monsters, showing all of the roles in a reality tv/confessional format.
Our team created the campaign, visual ID, voice, and direction for Right Our Story. Below is our hero video to introduce the campaign, along with the characters and their backstories.
The cast of characters that were developed also appeared in the Monster Community on the organization’s Mighty Networks platform (a safe space to share stories) and were highlighted in a quiz to show everyone can play any role in a situation.
If you want to find someone who will support every questionable life choice you make, Hup is your monster. Do you want to get a pen tattoo of your new girlfriend or boyfriend’s name? Hup supports you. You want to eat nothing but candy at lunch, even though you know you’ll fall asleep in Algebra? Hup will bring the sour gummy worms. Do you want to skip 7th period to watch How I Met Your Monster marathon? Hup says WHY NOT! Hup loves to support their monsters and would never tell their friends no. Hup will never, ever say no. If Hup says no, it means their friends might not like them anymore, and that’s not something they want to deal with.
Quizbet is an old soul with a strong sense of self. They enjoy things that most young monsters wouldn’t understand or think are cool. Understanding the detailed history of a doily, knowing obscure landmarks around town, and enjoying intergalactic foods most have never heard of. As a young monster, they moved around quite a bit, and in this new town they’re not quite like everyone else. Quizbet comes from a super supportive family who only wants the best, however Quizbet defines it, for them, but their family struggles with how to be there for Quizbet in such a new and different environment. Quizbet doesn’t always know how to ask for help, and can feel isolated since their parents haven’t experienced the same planet as a kid.
Ooosey is shy and enjoys watching life like most monsters enjoy watching movies. They invest their allowance in cameras and sound equipment and make short documentaries with their friends on the weekends. Ooosey currently lives by the mantra of never interfering or engaging directly with their subjects in fear it may disturb their art. They love telling stories through videos and making sure everyone has a chance in the spotlight, while they prefer to hide behind the camera.
Torbean is more aware of their emotions when they play music than engaging in real-life situations. They have a song that can relate to every feeling they could ever have and love to rock out when they’re overwhelmed, or happy, or sad, or just ok. When they feel disconnected from their friends, or isolated, they turn to music. Really they just enjoy playing the drums. They want to be known for more than their musical talent, but struggle with how to express themself and how to ask for help in every day situations.
Planky will likely be the monster of honor in the most weddings in 15 years. They’ve got your best interest at heart and can give perspective in a kind, loving way, even when you just want to eat sour candy and get pen tattoos (Planky says to think twice). Planky has one love - basketball. They love teamwork, dedication, and how a squad can really come together to overcome any obstacle. When the team doesn’t win, Planky takes it a littler harder than everyone else. They know they’re a leader at heart and truly want whats best for those they care about.