Secret took its mission beyond odor protection to tackle something else that stinks, bullying. With the launch of "Mean Stinks," an edgy, empowering anti-bullying program for tween and teen girls, the brand made kindness cool. Instead of preaching, the campaign gave girls tools to take positive action like sending “good graffiti” or sharing apologies via a dedicated Facebook page. Driven by print and broadband, the initiative gained over 200,000 fans virtually overnight, proving that being nice can be powerful and popular.