Secret | Biggest. Assembly. Ever.

Mean Stinks is a teen-focused anti-bullying program from Secret Deodorant. It's purpose is to help every girl be more fearless in the face of bullying. During the 2014-15 school year, we evolved the campaign beyond a PSA and into a participation-driven initiative called "The Takeover", which set its sights on social apps and empowered girls to transform the places where “mean” happens into places where kindness thrives.

This year we took over middle and high schools with a live-streaming event that connected over 2,000 schools across the U.S. Throughout the assembly we led teens to take over the biggest social media battlegrounds of bullying and use #MeanStinks to spread nice. To amplify the conversation, we partnered with CBS Films and the stars of the newly released film, The DUFF, a teen comedy about high school bullying.

Media Coverage

The Biggest. Assembly. Ever. was featured on the Today Show and in SELF magazine, and the project was ultimately recognized at Cannes.

Case Study

In-Show Video Content

Stage Design / Wall of Nice