The World’s Most Bullied Ad
Handing parents trash to start a conversation about trauma.
Background:
The Young Lynx competition is a notorious pressure cooker. Just a few hours to crack a brief for the Dubai Foundation for Women and Children (DFWAC): motivate parents to attend their events during National Bullying Prevention Week. But we were up against a massive wall of parental apathy.
- The Brief: Get apathetic parents to attend DFWAC’s National Bullying Prevention Week events.
- The Reality: Parents throw away pristine, educational leaflets without reading them. They assume bullying isn't their problem.
- The Insight: Ignorance is just as damaging as the bullying itself.
The idea:
To make parents care about victims of bullying, we made the medium a victim. Instead of crisp flyers, we handed parents severely crumpled ads. We forced them to physically unfold the trauma to read the message inside.
