October is National Bullying Prevention Month, and school bullies may be the only people less popular than the United States Congress today. Even Jesse Pinkman has helped organize a campaign to thwart them, and at this point it almost feels like any brand that doesn’t take a stand against bullies is encouraging the little bastards.
Green Giant is the latest company to enter the fray, but their approach is different: they’re marketing to parents rather than the teens who have to walk the school halls every day. The “Raise a Giant” campaign, created in partnership with the Pacer Center for children with disabilities, encourages moms and dads to help teach their children the appropriate way to counter a tormentor: stand up and tell them that you’re not going to take it anymore.
There’s a social component to the campaign too, of course: