As the UK’S leading commercial broadcaster, we get the country talking. It’s why we were the perfect choice to help Nationwide with its important and empowering campaign to mark Anti-Bullying Week. The building society partnered with Loose Women where TV personalities authentically told their stories of survival to spark nationwide dialogue about the importance of defeating bullying.
19% of children aged 10 to 15 in England and Wales experienced online bullying in the year up to March 2020, according to research from the Office for National Statistics.
71% of people the UK believe levels of respect in society have declined over the last few years, according to a Nationwide survey.
Nationwide had partnered with The Diana Award for three years, a charity set up in memory of Diana, Princess of Wales, to further her belief that young people have the power to change the world. Nationwide wanted to raise awareness of the fact that through the partnership, 10,000 Anti-Bullying Ambassadors would be trained in 660 UK primary schools. How could it do so in an authentic way that would make the campaign famous?
Partnering with Loose Women was the natural fit—after all, it’s a show that has long-championed discussions and campaigns around anti-bullying. Anchor Andrea McLean and panellist Brenda Edwards have both been open about their experiences of bullying in the past, so they were the perfect people to lead the campaign. The ads would feature child actors representing the young Andrea and Brenda struggling with hurtful remarks, before jumping forward to the pair as the strong women they are today. By sharing with the nation how bullying had impacted them in the past, they showed victims that they’re not alone, it’s important to talk, and it’s possible to overcome bullying.
We’re extremely passionate about the important work The Diana Award is doing to put an end to bullying. Through our partnership and commitment to fund the training of an additional 10,000 Anti-Bullying Ambassadors in primary schools, we hope to build a more mutually respectful society and make schools the happy place they should be. Working with Loose Women really helped us to broaden the reach of this important message to the people who matter most, parents and grandparents who we know worry about the fear of their children being bullied at school.Paul Hibbs, Director of Advertising at Nationwide Building Society.
Working with the Loose Women production teams at ITV Daytime Studios, we created two 30-second TV ad spots that encouraged the nation to tackle bullying “together.”
The campaign was culturally-relevant, running during Anti-Bullying Week.
It was also supported by inspiring social and digital assets to spread the word further—Brenda and Andrea shared the campaign on their social channels where they’ve previously been vocal about combating bullying.
By working with much-loved shows and talent, it’s possible to tell difficult stories in authentic, human ways. Working with Andrea and Brenda was so powerful because they were able to talk honestly about their own experiences and back a cause they are passionate about. The campaign was also so successful as it was contextually-relevant—featuring the campaign during Anti-Bullying Week when the topic was already naturally being spoken about helped to strengthen the message further.
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