Back-to-School: Rethinking the True Essentials for Kids
Brand Champions
Brand Champions will unlock the potential of your brand by tackling your gritty problems that are holding you back.
The week’s #FridayAd begins in a familiar fashion to many at this time of year, showcasing enticing Back to School deals (cue the parent celebration). The boy's enthusiasm reminds us of that hopeful new school year feeling, backed by a joy-filled track as he walks into school with a spring in his step.
But the ad takes an unexpected turn as ominous clouds gather, and the bullies emerge from the side of school buildings. We witness a scene, that for many, will resonate with their own personal experiences of bullying. The young boy is forcefully pushed against a wall. The benefit of his scuff-resistant shoe popping up as he’s kicked begs the question of who the shoes really benefit, the victim or the bully? Similarly, what good is a sturdy pencil case or a wrinkle-free shirt if this is what a child is subjected to at school??These supposed ‘benefits’ act as another silencer, masking the bullying from parents or teachers, and keeping the child in isolation.
The Diana Award takes the campaign a step further with their bold installation at Westfield shopping centre. They present a uniform display, which may seem ordinary at first glance. However, the mannequins depict a distressing bullying scenario—a truly shocking sight, grabbing the attention of passersby.
Over the last few weeks, many parents will have found themselves frantically worrying about their Back-to-School tick list?–?I thought I bought new shirts in July? Did I buy new school shoes? Where on earth is the PE kit? This ad brilliantly shifts the focus away from these worries and zeros in on the only issue that truly matters… Bullying is unacceptable, and no child should endure it.
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Shockingly bullying is more prevalent than you might expect, with 65% of children worrying about their return to school. To put that into perspective, that’s nearly two-thirds of each class of 30!
As heart-wrenching as this ad may be, its impact is undeniable. More action is required to not only raise the profile of bullying but to make sure Back to School preparation includes awareness and conversation on the issues related to bullying. The Diana Award provides essential training courses, including webinars and workshops, to empower primary and secondary school students and staff in combating bullying, racism, and sexual harassment within their schools.
We acknowledge that parents may have understandable concerns, and whilst this ad highlights the legitimacy of those worries, we’re aware they may also raise some new ones. If you're seeking support and guidance, please check out the resources available on their website.
-??????? Ciara Ball
#brandchampions #adoftheweek #backtoschool #backtobullying
UK Copywriter ??? hell bent on making a positive impact ?? with words. Writing for purpose-driven brands focused on people, community, planet.
1 年Incredibly powerful Brand Champions. I listened to a group of mums the other night talking about the anxiety their children felt going back to school. Not nerves, fear. Young people's mental anxiety has got to be an all-time high hasn't it?
Marketing professional
1 年Yikes this is tough to look at and really makes me shudder when you re-frame the 'crease-resistant' and 'scuff-resistant' claims, it's every parent's worst nightmare. Glad it's being highlighted but shocking that bullying is still so endemic... more needs to be done.
Creative Director
1 年Thank you so much for sharing.
Founder and CEO @Brand Champions | SOS Emergency Marketing Resource | Obsessed with insights to drive strategy | Specialists in Healthcare, Travel and Hospitality
1 年Alarming but not surprising, not helped in my opinion by the consistent posting pictures of perfection. Anything that raises awareness and makes it clear this is not OK has got to be a good step. We need to do more. Every child has the right to an education not full of fear.