The fight against bullying in schools expands to store shelves

Wednesday, October 2, 2013

AMONG 12- to 17-year-olds, 47 percent of girls and 34 percent of boys report having been bullied either face-to-face or online, according to a survey by Mintel, a market research firm. And prominent cases of teenagers committing suicide after being harassed on social media networks have, along with strengthening the resolve of antibullying organizations, prompted brands to take up the issue.

Secret deodorant began its “Mean Stinks” campaign for teenage girls in 2011. The latest is Green Giant, the General Mills brand of frozen vegetables, which is introducing a cause marketing campaign, “Raise a Giant,” that aims to help prevent bullying.

The effort includes an online animated video directed at parents that features a child narrator. The video uses speech bubbles to present its characters: an angry gray scribble for a bully and frowning expressions as victims and onlookers.

“Bullying happens every day,” says the video’s narrator. “Just imagine what would happen if every school had one kid with the courage to stand up in the face of bullying — but we need your encouragement to find that courage. Help your child be the one.”

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