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The 5Ds of Bystander Intervention

Entered in Instructional Video

Objective

In the last several years, many communities have been the victims of repeated physical and verbal attacks. For instance, the FBI reported a 76% increase in hate crime incidents motivated by anti-Asian bias in 2020, compared to 2019. That’s just one community.

The submitted video (one in a series of 5 animated videos), introduces Right To Be’s “5Ds of Bystander Intervention,” and shows actionable steps to help all communities when they face harassment or physical danger. The 5Ds (Direct, Distract, Document, Delay & Delegate) were developed and tested over the past decade and have trained hundreds of thousands of Americans to learn how to answer the question, “What should I do?”

 

Strategy

The animated series features people from all walks–White, Black, Asian, Indigenous, LGBTQ+, Women, Men, non-binary–from all regions of the country with scenes set in the Midwest, South, East, West, and Pacific Islands. The series also represents all ages from children to 50+, as all communities have been affected and can be upstanding bystanders.

Industry trailblazer and Disney animator Davy Liu (Beauty and the Beast, Mulan, and more) led a team of three animators and award-winning composer Zev Burrows wrote the original score for the five-part series. The videos are provided in Mandarin, Cantonese, Thai, Hindi, Korean, Vietnamese, Tagalog as well as English and Spanish.

Results

Impact was at the core of our strategy and objectives. 

The PSA was shown on Comcast Xfinity cable channels over 235,000 times in 39 states  and 6,000 communities nationwide. This represented  $2,515,000 in in-kind promotional value.

The PSA was also seen in theaters by millions across the country during the busy 2023 holiday moviegoing season. Over 5,500 screens in 50 states generously leaned-in to bring attention to bystander intervention and how it can help reduce the severity of hate incidents and crimes. 

 

Media

Video for The 5Ds of Bystander Intervention

Entrant Company / Organization Name

Prisca, Right To Be / AARP / Advancing Justice | AAJC / Wells Fargo

Entry Credits