onBRANDING supports the campaign by Sonae Sierra and AEPAE (Spanish Association for the Prevention of School Bullying) “TRAPPED” social campaign against school bullying.
- In collaboration with AEPAE (Spanish Association for the Prevention of School Bullying), the initiative is complemented by a comprehensive institutional relations plan
- With an audiovisual piece as the campaign’s core, the initiative has a clear social objective: for every video shared on social media, €1 will be donated to the Association
- Sonae Sierra has partnered with Havas agency for the development of this social responsibility campaign
Alejandra is a 13-year-old girl who lives “trapped” in a reality that affects thousands of minors in our country: school bullying. The protagonist of the piece, “A Normal Day”, presents us, from a subjective narrative, with her daily life.
With the collaboration of AEPAE (Spanish Association for the Prevention of School Bullying), the campaign, which is already being shared online and has attracted many well-known faces, has a clear social objective: for every video shared on social media, the company will donate €1 to the Association.
The piece, created for online distribution, shows us the reality of bullying through the personal story of its protagonist who lives trapped in a daily loop and for whom school bullying has become normal. Alejandra suffers physical, psychological, and cyberbullying, common realities for thousands of minors that go unnoticed by most adults.
AEPAE and Sonae Sierra, through their seven Shopping Centers in Spain: Luz del Tajo (Toledo), Valle Real (Cantabria), Plaza Mayor (Málaga), Max Center (Bizkaia), GranCasa (Zaragoza), Dos Mares (Murcia), and Área Sur (Jerez de la Frontera), aim to spread the message of awareness and sensitization about bullying as widely as possible. From Havas, the campaign has been complemented with a powerful institutional relations plan that has succeeded in involving local city councils, schools, and institutes through the dissemination of the piece and the rest of the informative materials that complete the campaign.