The school psychologist worked with us to create a campaign that could move beyond the cliches around bullying and that responded to research in the area. Our task was to create an eye-catching campaign with narrative and materials that would engage 12-16 year olds in the school’s efforts to raise awareness and stop bullying in the school.

This was a really challenging brief that tested our creative team to the max. The key to success was in challenging the idea of so many anti-bullying campaigns of ‘othering the bully. We can all be bullies as the fundamental message of our materials. We worked closely with the inhouse school psychologist to emphasise that while we can all be bullies we don’t have to be, if we only put ourselves in the shoes of the other. 

In a  big, bold contemporary graphic style we create a superhero, Bullydozer. Wearing a reflective visor that projected back the image of the viewer, Bulldozer has no gender. When we look at the visor we see ourselves, both potential ally and potential bully.

While difficult to gauge with precise figures, the merch proved especially popular with young people as testified by the photos here. Here are some quotes from the school psychologist and students on the impact of the campaign.