Head & Shoulders has launched an anti-bullying campaign ‘#freetheshoulder’, run in partnership with The Diana Award.
The two-year campaign will look to educate up to one million young people and adults on how to phase out bullying and “eliminate social stigmas”.
Research commissioned by the shampoo brand found that as a result of bullying, almost seven in ten 13-to-25-year-olds lacked confidence in their appearance – with 58% saying that they “hated the way they looked”.
The ‘#freetheshoulder’ campaign will be spearheaded by a 90-second spot produced by Swedish creative agency Valtech Radon and directed by Marcus Lundin.
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Lundin told Ads of Brands: “Since this initiative is more than just a campaign, we wanted to affect people and leave them with an emotional mark.
“By providing access to the innermost thoughts of young people with dandruff. Free the shoulders point out how ridiculous bullying is in general and how the smallest things can make a big impact.”
Diversity star Perri Kiely has been recruited as an ambassador to promote the project and will be using his prominent social media presence to push out #freetheshoulder’s message.
Upon joining the campaign, Kiely opened about his experiences with bullying, saying: “I was bullied a lot at school because I always stood out as the big hair kid in the glasses.”
“It’s important for me to bring awareness to this campaign and empower others to join me in brushing off the negativity. No matter the reason, bullying should never be accepted.”
Diana Award CEO, Tessy Ojo added: “We’re delighted to be teaming up with Head & Shoulders on this new 2-year partnership. Like us they share our mission to help change attitudes and cultural stigmas to bullying.”
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