An anti-bullying campaign that appeals directly to the role of the observer, through opinion leaders for the youngest
With a background of fighting prejudice and seeking to connect with the younger audience, which is the gateway to the brand, H&S begins to build its position against bullying.
Being aware that bullying is suffered more by kids with dermatological problems (such as dandruff), the brand began its communication work with a clear objective: to appeal to the “viewer”, that is, to all those kids (the majority) who aren´t bullies, but they also do not intervene when they see a colleague being bullied.
A battery of pieces in which we involve highly relevant opinion leaders for our audience: Ibai Llanos, Ricky Rubio and Marta Pombo. Each one from its point of view, sharing personal stories with the digital pieces of “Bullyng stories” or directly raising their voice against this problem, developed a long-term campaign that included TV, digital channels, PR and point of sale.
These are the
- Creating a new brand approach from a social side, beyond the product
- Superior engagement on our channels
- Access to a new target range
- Legitimacy to enter a new territory with real points of view