Fake back-to-school campaign highlights the harsh reality of bullying

Research claims 65% of children are scared of going back to school because they have been bullied.

Purpose agency Revolt has created an integrated campaign for charity The Diana Award to highlight just how many young people experience physical and mental abuse at school. As over 10 million children in the UK returned to school this September, new research from the anti-bullying charity claims 65% of children are scared of going back because they have been bullied.

The UK survey of 2000 parents and 2000 pupils aged between 9 and 15 years old found that 77% of young students say they have been bullied in the past, with 69% suffering from teasing or name calling. In contrast to familiar TV advertising featuring smiley children and new uniforms, 68% of the students said that the happy back-to-school ads are not a true reflection of their own experiences.

With this insight, Revolt has created the ‘Back To Bullying’ campaign with a 45” hero film depicting the darker reality experienced by some pupils when they return to school. Made in partnership with Agile Films and directed by Lucy Bridger, the film depicts a boy on his way to school being tormented by bullies. Cheerful music and on-screen supers showing the prices of their uniforms sit in stark contrast to the heart-wrenching scenes that unfold.

Revolt also staged a stunt in Westfield - Europe’s largest shopping centre - by creating a back-to-school uniform display featuring child mannequins posed in scenes of violence and bullying. Many shoppers were stunned by the installation, calling it “heart-breaking” and “powerful.”

The Back To Bullying film is running online and across digital out of home. The lead media partners for the campaign are Ocean Outdoor, Metro and Westfield.