Instead of falling into the usual trap of portraying bullies as a separate “bad” group, we focused on the uncomfortable but important truth: we all have the potential to bully — and the power to choose not to. Working hand in hand with the school’s psychologist, we created the character of Bullydozer, a superhero with no fixed gender, whose mirrored visor reflects the face of whoever’s looking. In this way, students were confronted with themselves — both as possible allies and as potential bullies. The campaign’s bold, graphic visual language cut through the noise of typical school messaging. From posters to zines to custom merch, the materials were designed to engage, provoke thought, and spark conversation. While results are hard to quantify, the response was immediate: students wore the merch proudly, and the campaign opened up new conversations within the school community.
