Biggest Assembly Ever: Zendaya
Secret Deodorant
Biggest. Assembly. Ever. with Zendaya
Day after day millions of teens in the US are completely humiliated, shamed, and abused. Bullying is rampant. Especially where they can't escape – at school.
We wanted to help fight bullying the one way most experts agree works better than detention, expulsion, and even jail – changing the culture of the school.
To do this, we needed to do something bigger. So we created the first ever nationwide live-streaming, real-time assembly. The Biggest. Assembly. Ever.
We partnered with Google and used their Hangout technology in a whole new way. With not just 10 people, but hundreds of thousands. Almost 500 schools across 4 timezones changed their schedules around to join us. Nearly half a million students watched the assembly on MeanStinks.com and commented on Twitter.
We added the anti-bullying expertise of blogger Alexis Jones from I Am That Girl. Then we heard cyberbullying stories from actor and singer Zendaya.
We then shared the dramatic story of one school's bullying culture: Granada Hills Charter HS. At the assembly we honored them with the first ever Mean Stinks Nicest School in America trophy for completely turning around a culture of mean.
The assembly earned over 400 million impressions organically. Simply fueled by the schools’ commitment.
The Biggest. Assembly. Ever. response was huge, but also remorseful.
The fight against mean makes a big difference. Making this assembly the Biggest. Assembly. Ever.
We wanted to help fight bullying the one way most experts agree works better than detention, expulsion, and even jail – changing the culture of the school.
To do this, we needed to do something bigger. So we created the first ever nationwide live-streaming, real-time assembly. The Biggest. Assembly. Ever.
“In partnership with Secret Mean Stinks, I want girls everywhere to ‘Gang Up for Good’ against bullying. The Biggest. Assembly. Ever. provides the perfect forum to raise awareness about girl-to-girl bullying while encouraging girls to start choosing nice behavior over mean.”
— Zendaya
We partnered with Google and used their Hangout technology in a whole new way. With not just 10 people, but hundreds of thousands. Almost 500 schools across 4 timezones changed their schedules around to join us. Nearly half a million students watched the assembly on MeanStinks.com and commented on Twitter.
We added the anti-bullying expertise of blogger Alexis Jones from I Am That Girl. Then we heard cyberbullying stories from actor and singer Zendaya.
“I was bullied in school for my height so I know how it feels when the ‘mean’ never ends.”
— Zendaya
We then shared the dramatic story of one school's bullying culture: Granada Hills Charter HS. At the assembly we honored them with the first ever Mean Stinks Nicest School in America trophy for completely turning around a culture of mean.
The assembly earned over 400 million impressions organically. Simply fueled by the schools’ commitment.
The Biggest. Assembly. Ever. response was huge, but also remorseful.
“We actually had a bully unexpectedly come up on stage and apologize to someone… not a dry eye in the house.”
— Max of Cape Coral, FL
The fight against mean makes a big difference. Making this assembly the Biggest. Assembly. Ever.
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