Gang Up For Good
Secret Deodorant
Secret’s Mean Stinks program was started in 2011 to help end girl-to-girl bullying. In the 2013 school year, we launched Gang Up for Good within the Mean Stinks program. We started by creating a gang sign – the “blue pinky.”

We asked girls to paint their pinkies blue as a symbol of standing against bullying, and to share pictures of their blue pinkies on Facebook, Twitter and Instagram. This collective action made evident that they were not alone. We'd give the gang challenges, and they'd interpret and respond in ways that made them their own.

“Urging young women to ‘Gang Up for Good’ is a really great way to inspire us all to change the way we think when it comes to being a bully, witnessing bullying or being the victim of a bully.”
— Demi Lovato

The community grew and needed a home, so we created the Gang Up for Good website. This site aggregated all of the girls’ powerfully positive content across social channels so they could see their collective might on their phone, tablet or laptop. Because Mean Stinks.
Art Direction + Creative Technology + Production
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