“The Bullied Chocolates” by Friends
Friends have collected real stories from kids affected by bullying. Our brief was to communicate these to the public and direct them to a pre-set webpage. Kexchoklad is a snack, often bought by adults but for kids, that multiple times have done campaigns changing the text on their packaging to uplifting phrases. This has turned them into a gift of friendship, that kids affected by bullying will have a hard time relating to it. So, by changing the packaging to what kids affected by bullying get to hear on the daily, we can use the expectations of it to get attention and start an evermore important conversation.