Weight of the Flake – Head & Shoulders Anti-Bullying Campaign: Empowering Teens and Defeating Dandruff

Weight of the Flake: Head & Shoulders’ New Campaign Empowers Teens to Stand Strong – #FreeTheShoulders

1 out of 3 teenagers experience bullying – and those with dandruff are twice as likely to be among them. Head & Shoulders, in collaboration with The Diana Award Anti-Bullying Pro, is dedicated to educating 1 million young people about countering various forms of bullying. Now, in partnership with their creative agency, Valtech Radon, they are launching their second campaign to spotlight the heightened vulnerability of teenagers with dandruff.

Head & Shoulders has been effectively combatting dandruff for over six decades. However, addressing dandruff is just one facet of our mission. By teaming up with Anti Bullying Pro, we aim to transform the conversation surrounding dandruff and empower one million European teenagers to confront all forms of bullying through a combination of communication and education.

There is a complex interplay between dandruff and bullying that needs urgent attention. Through our work, we aim to mobilize individuals to join the fight against bullying and empower them with effective strategies to combat this issue. Our vision for the future is to enhance people’s quality of life by minimizing the social and emotional challenges associated with dry scalps, flakes, and dandruff,” says Diego Alirangues Martín, Senior Brand Manager at Head & Shoulders.

The second edition of Head & Shoulders anti-bullying campaign aims to raise awareness about the vulnerability of teenagers with dandruff and encourage people to join the fight against bullying. The new campaign uses a powerful visual metaphor – a growing backpack – to illustrate the hidden burdens bullying and dandruff can place on students, emphasizing the impact of simple acts of kindness.

“Dandruff is diminished as this small white flake, but in reality, it has a much heavier emotional weight for teenagers. This is the insight on which we came up with the idea of using a growing backpack as the metaphor for showing the weight on kids’ shoulders. By suspending reality and dramatizing it this way, we hope to break down the stigmas that often come along with both dandruff and bullying.” says Petter Rudwall, Creative Director at Valtech Radon.

Credits
Agency: Valtech Radon
Campaign: Weight of the Flake
Paula Backman & Agnes Zetterman – Creatives Marcus Lundin – Director
Petter Rudwall – Creative Director
Bernadette Hutson – Account Director
Hampus Fernström – Project manager
Petrus Lidbeck – Editor
Klara Sundström – Producer
Erik Skånmyr Hero – Senior Producer
Production team – The Gang (Spain)
Client: Head & Shoulders
Diego Alirangues Martin – Senior Brand Manager
Helene Graffner – Communications Director & Responsible Beauty Leader, Beauty Care Europe
Alessio Martini – Senior Marketing Director
Evangelos Tselentis – Brand Director
Guido Marchetti – Director, Advertising Production

This Campaign is about:
Anti-Bullying Campaign, Teen Bullying Prevention, Head & Shoulders Dandruff Care, Empowering Teenagers, Bullying Awareness, Diana Award Partnership, Valtech Radon Creative Agency, Combating Bullying, Teen Mental Health, Education and Communication, Bullying Prevention Initiatives, Teen Empowerment Program, Dandruff Vulnerability, European Teenagers, Social Responsibility Campaign, Bullying Education, Weight of the Flake