Bullying is considered a form of harassment towards individuals who are usually at a disadvantage and unfortunately, is a an all too prevelent issue in our society. All people experience it at least once in ther lifetime and everyone will either be a bully, be a victim or be a witness.
How many times did you find yourself laughing and jocking about that weird guy who attends your class or works with you? How often did you see something happening, but thought it was none of your business? How easy is to laugh and share a video of somone embarassing themself online?
Bullyism is everywhere and it’s easier than you might think to find yourself to have a part in it.
Quite often when thinking about bullying, one tends to imagine someone who is being physically attacked. However bullying is much more than that and in order to raise awareness around a problem that often hides behind buzzwords such as “friendly banter”, the first approach has been definying three very distict issues: cyberbullying, verbal herassment and witnessing.
The idea behind the campaign was to be surreal while also maintaing a level of literacy, demonstrating exactly what it might look like from the victim point of view.
The campaign includes a series of outdoor advertisments that depicts the different aspects of bullying: bullying endorsment, cyberbullying and verbal herassment.
Each poster is designed to grab the viewer’s attention through vivid imagery, that showcases, in a literal way, what the victim is indeed experiencing, in order to fill the often invisibile gap between who does, say or view and the victim.
In addition, the campaign has been supported by a video advertisments that directly interacts with one of the ads via Augumented Reality technology.
