Hollywood animation inspires Beatbullying drive

Children's charity Beatbullying is preparing to launch a campaign to tie in with the release of animated film The Ant Bully.

The Warner Bros Pictures cartoon features the voices of Julia Roberts and Meryl Streep, and the charity is planning to harness the film’s expected popularity to spread anti-bullying messages.

Head of comms Niall Cowley said the film’s ‘classic bully story’ would strike a chord with children.

‘We will be targeting primary-school-aged children from early July in advance of the 4 August release date,’ he explained. ‘Promotional activity will focus on driving children to our website and getting them to sign up as “Antbassadors”. They will help us promote anti-bullying messages based around the film’s plot.’

The cartoon’s story centres on a ten-year-old boy called Lucas, who is bullied after moving to a new city. He takes his frustrations out on an ant colony, but the ants shrink him to their size and reveal to him the devastation caused by his actions.

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