Campaign details

Brand: Coca-Cola Foundation
Agency: Ogilvy Taiwan

Issue Analysis

Bullying is a serious social issue that has long caused concern around the world. According to the latest survey*, three out of four people in Taiwan have experienced bullying, and those who have been bullied are less satisfied with their lives.

Non-profit organizations began to discuss the issue of bullying as early as 2004. However, the more people are exposed to the issue, the less responsive they became, as most of the public did not consider bullying personally relevant to them.

The Coca-Cola Foundation in Taiwan has been devoted to youth development issues for many years. They believed that the issue of campus bullying deserves more public attention. To amplify their influence, Coca-Cola Foundation cooperated with the Child Welfare League Foundation, who had been consistently devoted to this cause, to stand as advocates against bullying.