Overview
The nonprofit Stomp Out Bullying sought a creative campaign to promote World Day of Bullying Prevention and encourage teens to purchase and wear blue shirts on October 7th. The goal was to engage young audiences in a meaningful, relatable way while driving awareness and participation.

Approach and Results
To connect with teens and emphasize that bullying belongs in the past, I developed a campaign featuring a fictional character: an unkind, outdated courtier. This "ridiculous little man" brought his archaic insults to a real school in New Jersey, where we captured authentic and empowering responses from students who stood up against his behavior. This engaging approach resonated with teens, sparking widespread conversations about the importance of kindness and empathy. The campaign not only boosted shirt sales but also saw significant online traction, with videos of the interactions generating thousands of shares and fostering a strong sense of community and purpose among participants.