PROJECT 12 / PINK SHIRT DAY / SOCIAL MEDIA CAMPAIGN
Taking a hard look at the motivation behind bullying.
Lotus Awards, TV Silver, (2015)
Lotus Awards, Social Media Bronze (2015)
Applied Arts, 2 x Print & Design (2015)
Working on Pink Shirt Day — the national day to end bullying — was a big deal to me. I've come a long way from my years of playing with dinosaurs and the occasional Barbie, so I understand the struggle many kids face daily in regards to being bullied.
We approached Pink Shirt Day by focusing on the insight that hurt people hurt people. By shifting the focus from the bullied to the bullies themselves, we took a hard look at the motivation behind bullying with a PSA.
Another part of the campaign was #PinkItForward. This hashtag initiative helped us turn the Internet positive for one day, resulting in a 50% increase in donations from the previous year.
A nationwide print campaign reminded everyone to buy a t-shirt leading up to the event.
Here's the PSA:
AGENCY: Rethink, Vancouver
ROLE: Art Director and Designer