It was a simple but powerful idea, with a potent visual condiment. We changed the form of our classic cookies so that instead of looking like happy smiles they would look like sad faces.

We changed the form of our classic cookies so that instead of looking like happy smiles they would look like sad faces. Cookie boxes with the new format were delivered in schools.

On May 2 the Sonrisas’ sad face went viral and the message “Bullying takes away your smile” was spread by influencers.

#1 Trending Topic in Argentina

27 million impressions on Twitter

2 million impressions on Instagram

In only One day!

After the impact of this event, we decided to change our Sonrisas on May 2nd every year.

In order to understand the problem, we carried out in-depth interviews with high-school teachers, students and psychologists specialized in bullying. During all the interviews the subjects mentioned the lack attempts to raise awareness regarding this issue on a massive scale. We realized we had to focus on how those who were harassed felt, and we quickly understood most people who are bullied don’t talk about it openly – instead, they externalize it through symptoms like anger, irritability and many times sadness or even depression. We took to May 2, Anti-Bullying Day to develop a one-time action that would easily raise awareness about the reality of bullying victims and express what these kids feel.

So in that date, we made a special edition of Sonrisas (Smiles) reflecting what every kid suffering from bullying feels, along with their parents and the whole society witnessing the situation: sadness.

Since 2013, Bagley designates part of their budget to collaborate in the fight against bullying, activities that – although were not massively broadcasted – have an important impact among those affected by this issue. These actions motivated the brand to seek a wider approach and raise awareness in society in general. Bullying is a very complex theme, 45% of bullying cases affect children from 13 to 14 years old, children entering adolescence. According to the UNESCO, 4 out of every 10 students admit suffering bullying: physical, verbal and psychological harassment, humiliation, and exclusion, among others – which generates loneliness, sadness and fear. That’s why the first BIG challenge in this campaign was to figure out how a brand as close to the people, genuine and noble as Bagley is could speak at a massive level about such a delicate topic without coming off as too solemn or somber.