As the Creative Manager at Fundraising Direct, I developed a number of creative ways to engage past, present and new donors for our clients, including the Canadian Red Cross. These are concept posters developed for acquisition campaigns. They would have appeared in public transport hubs to incite the general public to text in to receive a useful guide and added to the contact list.
The concept of this first series was to use all four posters in the same locations at the same time, driving home the fact that no-one looks like a bully and that people, especially, children are very good at keeping things to themselves. The call to action is to text in to receive a guide to help parents understand this complex issue and help their children.
The concept of these anti-bullying ads is to confront popular myths about bullying, namely that it is a normal right of passage that develops inner personal strength. In fact, the opposite is the truth. Children who bully or who are bullied often experience difficulties in inter-personal relationships throughout their adults lives.