Introduction
3 out of 10 children suffer from bullying in the Dominican Republic.
Bullying is a silent enemy that children have to face alone and most of the times they have no witnesses.
However, there is one element that is always present and is also a victim of attacks, the backpacks they use.
Initiative
At Jumbo (one of the biggest retailers in the Dominican Republic) we joined a group of psychologists and independent artists to create an exhibition of backpacks inspired by the most common forms of bullying, so that we all learn to identify its signs and thus confront it together.
Objective
Create the largest support bank against bullying in Latin America, to which all children who are victims of Bullying can go to find a voice of encouragement
Types of Bullying
How will we generate a positive and measurable impact?
Impact
Through our collection of backpacks we manage to draw people’s attention and put the problem on the table.
Educate
Generate relevant tools so that all the actors involved can learn more about the problem and thus be able to identify and address it.
Unite
Invite people to give a joint message that also becomes a voice of support for all those boys and girls who may be affected by bullying.
Exhibition
For the launch of this project, we organized an exhibition in which each backpack was displayed with the objective of materializing the weight of bullying. A panel with the backpacks was used to inform about the characteristics of each one, the different types of bullying, how to detect them and how to combat them.
An invitation was extended to attend the event, which was attended by NGOs, government delegates, educational leaders, and hundreds of children and parents.
Web design
We created an interactive website where people could explore each backpack in detail to learn more about each type of bullying, how to detect it and how to prevent it. In addition, they could virtually sign a petition to include permanent content on solidarity, self-love and empathy in our educational institutions.
- Brand Jumbo
- Agency Ogilvy RD
- Client Madelyn Martinez, Aicnecony Taveras
- General Creative Director Juan Manuel Gaitán
- Creative Directors Katherine Yuen, Juan Daniel Suárez, Juan Manuel Rodríguez, Iván Núñez
- Copywriter Domingo Vicente
- Account Directors Brigitte Rinkel, Carolina Castillo
- Account Executive Kleyner Tapia
- Art Director Jean Soto
- Digital Aida María Méndez, Albert Muñoz
- Production Director Laura Amelia Gil
- Productor Escandra Priscila de León
- Head of Planning Tansi Santos
- Film Production Company Panamericana Film
- Photographer Anthony Luthje