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Creative in association withGear Seven
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Nord DDB Creates Powerful Anti-Bullying Campaign Using Suicide Letters for Make a Change

13/09/2019
Advertising Agency
Stockholm, Sweden
101
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The campaign highlights that several hundred thousand adults being bullied daily, the economical burden from this is almost impossible to calculate

On a large screen in front of the Swedish Government, a heavy but important message is currently being displayed, a message consisting of authentic suicide letters. Nord DDB has partnered with Make a Change for this important anti-bullying campaign. 

Every year in Sweden, at 100-300 adults fall victim to suicide as a result of bullying at their work, this is an important matter that rarely gains the attention it deserves. Together, the anti-bullying organization Make a Change and families of victims showcases what bullying at work actually leads to. Even though Sweden has been established as one of the most progressive countries in the world, Swedish legislation is far from progressive compared to countries such as France and Belgium, since there is no adequate consequence for the ones responsible nor protection for the victims. This is something Make a Change and families of victims is fighting against. Therefore they present a new legislation in regards to bullying at work - in order to make companies take responsibility and to prevent further devastating numbers.

Make a Change works against adult-bullying, a field which needs to be improved and gain economical fundings. There is a need to implement a clear legislation with real consequences for the ones abusing their coworkers to bullying. And the dialogue about ‘what’ abusive behaviour and bullying is needs to be held across workplaces and amongst adults in general. How do we expect children to stop acting awful towards their peers if adults continuously keep abusing each other in ways children can not even imagine? Says Christian Nordenström, founder of Make a Change.

Scientist and psychologist Stefan Blomberg at The Occupational and Environmental Medicine (AMM) department of University Hospital Linköping states that: "A current research project at Linköping University and The Occupational and Environmental Medicine department at the University Hospital Linköping shows that around 20% of Sweden's work-population is yearly being abused by actions and behaviours that increase the risk of bullying to occur. Out of these people, nearly half is currently being abused by systematic bullying, and for many the situation is critical. This abuse happens to everyone, in an equal amount between women and men, and employers and employees."

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