Nationwide Constructing Society is launching its newest marketing campaign ‘The facility of phrases’, which goals to sort out bullying in faculties throughout the UK. The brand new TV movie goals to boost consciousness of its landmark three-year partnership with The Diana Award, and exhibit how the partnership will introduce 10,000 Anti-Bullying Ambassadors to colleges within the UK over the subsequent three years.
Devised by company of file, VCCP London, ‘The facility of phrases’ seeks to speak the significance of mutual respect in society, with a deal with bullying in main faculties.
Nationwide was based with social function, and its dedication to supporting its members and society hasn’t modified. Analysis carried out by Censuswide in 2021 discovered {that a} stunning 24,000 youngsters miss faculty every day because of bullying.
Nationwide’s partnership with The Diana Award will assist to drive consciousness for the polemic points in addition to end in tangible assist. The Diana Award advocates for peer-to-peer help, and an additional 10,000 Anti-Bullying Ambassadors are being skilled in over 660 main faculties up and down the UK, so extra youngsters have somebody they’ll discuss to. The Anti-Bullying Ambassadors, who’re faculty youngsters themselves, will obtain coaching on how one can spot bullying, communicate out and help those that face difficult circumstances in school.
The brand new movie will debut on TV with a hero 60-second spot through the Stand Up 2 Most cancers Bake Off. The thought-provoking movie is about in a main faculty meeting corridor, and options faculty youngsters as they enter and exit the principle stage to debate their very own expertise of bullying.
Alex Holmes, Deputy CEO of The Diana Award stated: “It’s extra vital than ever to make sure faculty is protected and free from dangerous bullying behaviour. Due to our partnership with Nationwide Constructing Society, we’re coaching 10,000 Anti-Bullying Ambassadors in main faculties throughout the UK over the subsequent three years. We all know this peer-to-peer strategy works and these younger ambassadors are already altering behaviours and shaping attitudes by sending a transparent message that bullying isn’t acceptable.”
Aligning with Nationwide’s ambitions to boost consciousness for societal messages authentically, the brand new TV movie showcases real-life tales from faculty youngsters who’ve all suffered from bullying.
Nationwide is enthusiastic about encouraging extra respectful behaviour at a grassroots societal degree, and the brand new movie present’s Nationwide’s dedication to positively impacting the day-to-day interactions and behavior of kids at school.
Sara Bennison, Nationwide Chief Product and Advertising Officer stated: “It’s heartbreaking to listen to from youngsters who’ve had their lives blighted by bullying. As a mutual organisation, we’ve a specific curiosity in fostering larger mutual respect to construct a greater society the place variety and distinction are celebrated. The Diana Award workforce have made some inspirational strides to place an finish to bullying and we hope our help can imply that many extra youngsters may be protected. Due to VCCP for dealing with our new marketing campaign with care and for producing a extremely vital movie which interprets what our partnership with The Diana Award is all about.”
The brand new movie will debut on TV with a hero 60” spot through the Stand Up 2 Most cancers Bake Off. The thought-provoking movie is about in a main faculty meeting corridor, and options faculty youngsters as they enter and exit the principle stage to debate their very own expertise of bullying.
As Britain’s largest constructing society, Nationwide has at all times centered on its buyer voices, and its newest movie ‘The facility of phrases’ is not any completely different. The movie is about in opposition to the backdrop of sombre music, and narrated by faculty youngsters themselves. Their tales have been rearranged into a stupendous poem with the assistance of British poet Mike Garry, in a course of known as ‘discovered poetry.’ Garry was instrumental in Nationwide’s ‘Classes from The Sport’ marketing campaign with The FA Respect Programme which launched final summer season. As the kids candidly speak about how their expertise improved with the assistance of Anti-Bullying Ambassadors, the music begins to construct to a extra optimistic beat, lastly drawing to a detailed with all the kids assembled collectively laughing and joking. The poignant movie concludes with Nationwide sharing arduous hitting info on bullying in UK faculties, and concludes with the announcement that Nationwide, along with The Diana Award is putting 10,000 Anti-Bullying Ambassadors in faculties so youngsters have somebody they’ll discuss to.
Laura Muse, Inventive Director at VCCP London added: “We are able to all relate to the sensation of loneliness that bullying leaves us with. Nevertheless it’s wonderful how shortly that eases simply with somebody to speak to. Somebody that understands you. So sharing the kids’s tales, and supporting The Diana Award, is the very essence of what being a mutual organisation is all about. The partnership and the “voices” strategy had been an ideal match and reinforce why we love working with Nationwide. They’re a model with doing what’s proper on the coronary heart of all the things they do.”
Mutual respect is a core model worth for Nationwide, and ‘The facility of phrases’ marketing campaign showcases that Nationwide cares deeply in regards to the wants of its 15 million members and their youngsters. Following a Nationwide survey which discovered that 71% of the UK really feel that ranges of respect in society have declined in the previous couple of years, Nationwide is dedicated to working with different organisations, resembling The Diana Award to create a extra caring and mutually respectful society, in all walks of life.
So far, over 35,000 younger individuals have been skilled as Anti-Bullying Ambassadors in 4,000 faculties all through the UK and Eire by The Diana Award. This community of younger individuals develop and share finest practices and have been skilled to offer ongoing peer help to their cohort.
Nationwide’s newest model marketing campaign ‘The facility of phrases’ is stay at present and can roll out throughout TV and social media. All media has been deliberate and executed by Wavemaker.
For extra info and to become involved go to the Anti-Bullying Ambassador Programme web site.
