Every kid gets a tummy ache when they think about going back to school, but it’s not the same reason for everyone. Most are sick at the thought of leaving their couch and days of rest to go back to learning, while some feel dread at the thought of having to deal with the bullies that plague their school career. The Canadian Safe School Network, with the help of John St., decided to put this into focus for parents as the school year begins. It created print, radio and social media ads that play on the term “back to school,” replacing “school” with ugly words that bullies often adopt, like “loser,” “fatty” and “skank.” The tagline reads “Back to school doesn’t mean the same thing for everyone” and implores parents to talk to their kids before bullying (again, not school) starts.

Credits:

Brand: Canadian Safe School Network
Agency: John St, Toronto, Canada
Executive Creative Director:Angus Tucker, Stephen Jurisic
Creative Director:Niall Kelly
Art Director:David Glen
Copywriter:Noah Feferman
Designer:Pawel Rokicki
Photographer:Thomas Dagg
Retouching:Gas Co.
Producer:Andrew LaGrave
Account Supervisor:Matty Bendavid