Ad of the Day | Free The Shoulders, A New Head & Shoulders Campaign To Stand Against Bullying

Mar. 28, 2022

For over 60 years, Head & Shoulders has been treating dandruff effectively. But treating the condition is only half the battle. Looking forward, the goal is to improve people's lives by also reducing the social and emotional impact caused by dry scalps, flakes, and dandruff.

To shift the overall conversation around dandruff, Head & Shoulders teamed up with the organization Anti Bullying Pro, with the objective to empower 1 million teenagers across Europe to stand against bullying in any form. By combining thought-provoking communication with educational material in schools, Head & Shoulders work to achieve lasting and necessary change.

The main asset of the campaign is a film from the perspective of youth, with an emotional story of how heavy the small white flakes can be, especially on the shoulders of those growing up.

Marcus Lundin, film director at Valtech Radon said:

"Since this initiative is more than just a campaign, we wanted to affect people and leave them with an emotional mark. By providing access to the innermost thoughts of young people with dandruff. Free the shoulders point out how ridiculous bullying is in general and how the smallest things can make a big impact"

 

The campaign is activated across Europe and initiated by myth-busting films, telling the true story of the condition, and collaborations with influencers like Perri Kiely on TikTok and other social platforms.