Dive Brief:
- Kraft Heinz beverage brand Capri Sun partnered with anti-bullying group No Bully to create "The Together Table" for National Bullying Prevention Month in October, per a news release. The campaign was inspired by statistics showing that 160,000 students skip school each day over fears of bullying and exclusion and a quarter of middle school students experience bullying in the school cafeteria.
- The Together Table is a continuous, wave-shaped table that provides an alternative to students sitting at separate tables at lunch. Capri Sun released a YouTube video showing a group of kids putting the table together, talking about the importance of inclusion and signing the table as a commitment against bullying.
- On Oct. 17, Capri Sun is taking the table to the National Mall in Washington, D.C., where it will be displayed, and kids will be invited to sign as a pledge to #SitTogether. The brand is also donating $160,000 — $1 for every student who skips school because of bullying and exclusion — to No Bully. Consumers can follow the conversation using hashtag #SitTogether on Capri Sun’s Facebook and Twitter channels.
Dive Insight:
Bullying is a widely discussed subject and a problem that is affecting more than one-third of students this school year, up from one-fourth in past years, according to a new survey from YouthTruth Student Survey. Capri Sun is using The Together Table and #SitTogether hashtag to raise awareness about the problem, while striving to boost brand awareness among young people. More brands are embracing cause-centric messages in their marketing campaigns and taking a stance on social issues, which research shows can be good for business. Brands with a sense of purpose have seen their valuation increase 175% over the past 12 years compared to those with a low sense of purpose, according to Kantar Consulting research.
By tapping real kids and encouraging consumers to take action, Capri Sun is adding an element of authenticity to the campaign, which could resonate with younger consumers. More than half, or 54%, of teenagers 16 to 19 say they have deliberately purchased or stopped using a brand because of its ethics, recent MediaCom research found. Sixty-three percent of teens are also more likely to purchase from brands that support causes or charities that are important to them, while 37% say they are skeptical of brands' claims of supporting causes.
Unilever brand Axe is also supporting National Bullying Prevention Month by addressing outdated male stereotypes. The brand is hosting orientation workshops for high school seniors through partnerships with rapper and actor Kyle and poet Carlos Andres Gomez. Axe also launched a social initiative with anti-bullying nonprofit Ditch the Label, which challenges men to experiment with new hairstyles and find what makes them unique. Axe donated $1 the charity for each new style shared with the hashtag #AXExpressYourself.
