COMMUNICATING ABOUT BULLYING WITHOUT CONTRADICTIONS

Challenge

Develop a corporate social responsibility communication strategy on bullying for a brand with a controversial advertising history, avoiding rejection or contradictory messages.

Approach

We combined desk research with semiotic analysis of successful global campaigns. We developed three communication concepts, tested them with specialists and then evaluated them with the teenage audience through 30-minute online interviews.

Outcome

The brand found an empathetic, credible way to address bullying, redefining its social role and marking a turning point in its communications.