Bullying is not playing. Bullying has real and long-lasting effects on both the victim and the perpetrator, and that\u2019s a grown-up\u2019s problem.<\/p>\n
For this Pink Shirt Day, IKEA & UNICEF present \u201cThis is not a game\u201d. Repurposing IKEA\u2019s famous teddy bear Fabler Bjorn – the ultimate symbol of innocence, as a canvas to depict the effects of bullying, the campaign achieved the sole purpose of making the public dislike it. Literally. On the spot.<\/p>\n
The campaign resulted in 1.3 million impressions, got Tier 1 media coverage & was featured on live TV on the kids\u2019 version of X Factor.<\/p>\n
The in-store installation reached the 10,000 dislikes mark within just five days, despite two of those being the National Liberation Day and the 1st of March, which is a huge celebration in Bulgaria.<\/p>\n
Twelve PR packages containing Bjorn\u2019s new look in a Barbie-like box were sent to 12 influencers. All of them reacted, which is a precedent considering the saturated influencer market and the 0 EUR influencer marketing budget. The influencers created over 57 pieces of content on the topic, with some of them depicted crying live.<\/p>\n","protected":false},"excerpt":{"rendered":"
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