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Brand Purpose Mental Health Influencer Marketing

Head & Shoulders taps influencers for anti-bullying campaign


By Chris Sutcliffe, Senior reporter

March 28, 2022 | 3 min read

Shampoo brand Head & Shoulders has launched a new campaign aimed at stamping out bullying. The ‘Free the Shoulders’ campaign seeks to destigmatize dry scalps, flakes and dandruff.

Head and shoulders

The campaign extends across Europe and incorporates social influencers

To shift the overall conversation, Head & Shoulders is working with Anti-Bullying Pro to empower “1 million teenagers across Europe to stand against bullying in any form”. The campaign aims to reach young people in in schools across Europe.

Head & Shoulders - Heavy Shoulders from Valtech RADON on Vimeo.

Marcus Lundin is the film director at Valtech Radon, which is working with Head & Shoulders on the message. He 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’ points out how ridiculous bullying is in general and how the smallest things can make a big impact.”

The campaign is based on research that demonstrates that one in three young people in the UK are likely to suffer from bullying at some point and that those who experience dandruff are twice as likely to be the recipient of bullying.

To illustrate that, the film demonstrates the tangible impact bullying can have on young people’s mental wellbeing. It shows a number of schoolchildren and students who are suffering from bullying attempting to deal with it in different ways.

The campaign is being activated across Europe and will additionally feature collaborations with influencers like Perri Kiely on TikTok and other social platforms.

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