Bullying or Not
EL MUNDO NEWSPAPER

A black screen. A bold statement.​

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To mark World Anti-Bullying Day, El Mundo—one of Spain’s leading national newspapers—launched "Bullying or Not", a powerful digital experience & interactive awareness campaign that challenged users to question what they hear—and what they assume.

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In a world saturated with smartphone videos and constant recording, especially among younger generations, this experience did the opposite: it took the visuals away. Users listened to teen laughter over a black screen and had to decide—is this harmless fun or something more serious? A single click revealed the truth. Sometimes playful. Sometimes painfully real.

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By stripping out the visuals, the campaign forced users to truly listen—and made them confront their own bias.
It blurred the line between game and reality, turning every choice into a moment of reflection.​​

Because not every laugh is innocent.