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

Revolt has created an integrated campaign highlighting how many young people experience physical and mental abuse at school

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 have just returned to school, new research from the anti-bullying charity reveals 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 millions of 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.

As part of the campaign, Revolt has also created a display in Westfield — Europe’s largest shopping centre — featuring child mannequins in school uniforms, posed in scenes of violence and bullying. The display stunned shoppers over the bank holiday weekend, where it launched with an in-person appearance from Great British Bake Off 2023 finalist Sandro Farmhouse.

Other celebrity ambassadors supporting the charity campaign include: actors Will Poulter and Cel Spellman, actress Danielle Harmer, children’s ITV presenter Tillie Amartey, and singers James Okulaja and Zak Abel.

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

Featured image: Back to Bullying / Revolt