Bullying Backpack
Bullying Backpack
"El Peso del Bullying" is a social impact project by Jumbo that gives emotional pain a physical form. Through a series of backpacks designed by Dominican artists, each piece represents a different type of bullying—from cyberbullying to exclusion and psychological abuse. By turning invisible trauma into tangible, wearable sculptures, the project raised national awareness and provided schools with the tools to identify, prevent, and act. A powerful blend of art, education, and advocacy—because no child should have to carry this weight alone.
Client
Client
Jumbo
Jumbo
Year
Year
2022
2022
Category
Category
Design
Design
ROLE
ROLE
Creative Direction
Creative Direction
research
Psychologists briefed us on the warning signs, causes and effects of bullying, identifying 7 main types that were made into 7 designs that would give representation to the hundreds of stories that until now remained untold.
Problem
Problem
3 out of 10 children in Dominican schools suffer from bullying—yet society often dismisses it as "just kids being kids." This normalization hides its real damage and prevents early detection and action.
3 out of 10 children in Dominican schools suffer from bullying—yet society often dismisses it as "just kids being kids." This normalization hides its real damage and prevents early detection and action.
Problem
3 out of 10 children in Dominican schools suffer from bullying—yet society often dismisses it as "just kids being kids." This normalization hides its real damage and prevents early detection and action.
“If it doesn’t leave a mark, it’s not abuse”
“If it doesn’t leave a mark, it’s not abuse”
This statement is widespread and culturally accepted in the Dominican Republic, with many categorizing abuse as “child’s play”. This is not only dangerous but also minimizes the profound effects of bullying. Emotional scars and psychological trauma are just as damaging, if not more so, than physical wounds, perpetuating a harmful misconception that undermines the severity of bullying and its impact on victims' well- being.
This statement is widespread and culturally accepted in the Dominican Republic, with many categorizing abuse as “child’s play”. This is not only dangerous but also minimizes the profound effects of bullying. Emotional scars and psychological trauma are just as damaging, if not more so, than physical wounds, perpetuating a harmful misconception that undermines the severity of bullying and its impact on victims' well- being.
“If it doesn’t leave a mark, it’s not abuse”
This statement is widespread and culturally accepted in the Dominican Republic, with many categorizing abuse as “child’s play”. This is not only dangerous but also minimizes the profound effects of bullying. Emotional scars and psychological trauma are just as damaging, if not more so, than physical wounds, perpetuating a harmful misconception that undermines the severity of bullying and its impact on victims' well- being.
research
research
Psychologists briefed us on the warning signs, causes and effects of bullying, identifying 7 main types that were made into 7 designs that would give representation to the hundreds of stories that until now remained untold.
Psychologists briefed us on the warning signs, causes and effects of bullying, identifying 7 main types that were made into 7 designs that would give representation to the hundreds of stories that until now remained untold.
research
Psychologists briefed us on the warning signs, causes and effects of bullying, identifying 7 main types that were made into 7 designs that would give representation to the hundreds of stories that until now remained untold.
CONCEPT
CONCEPT
Give a physical form to the emotional burden of bullying—through art.
Bullying is a silent enemy that children have to face alone. An enormous weight on their shoulders that in many cases, has no witnesses. However, an unlikely victim emerges, bearing witness to the unseen scars of their silent suffering...
Give a physical form to the emotional burden of bullying—through art.
Bullying is a silent enemy that children have to face alone. An enormous weight on their shoulders that in many cases, has no witnesses. However, an unlikely victim emerges, bearing witness to the unseen scars of their silent suffering...
CONCEPT
Give a physical form to the emotional burden of bullying—through art.
Bullying is a silent enemy that children have to face alone. An enormous weight on their shoulders that in many cases, has no witnesses. However, an unlikely victim emerges, bearing witness to the unseen scars of their silent suffering...
CONCEPT
Give a physical form to the emotional burden of bullying—through art.
Bullying is a silent enemy that children have to face alone. An enormous weight on their shoulders that in many cases, has no witnesses. However, an unlikely victim emerges, bearing witness to the unseen scars of their silent suffering...
execution
execution
With a collaborative team comprising fashion and industrial designers alongside local artists, we developed a distinct concept for each backpack, tailored to the characteristics of various types of bullying. From conceptualization to production, we integrated creativity and expertise to bring each design to life.
With a collaborative team comprising fashion and industrial designers alongside local artists, we developed a distinct concept for each backpack, tailored to the characteristics of various types of bullying. From conceptualization to production, we integrated creativity and expertise to bring each design to life.
execution
With a collaborative team comprising fashion and industrial designers alongside local artists, we developed a distinct concept for each backpack, tailored to the characteristics of various types of bullying. From conceptualization to production, we integrated creativity and expertise to bring each design to life.
execution
With a collaborative team comprising fashion and industrial designers alongside local artists, we developed a distinct concept for each backpack, tailored to the characteristics of various types of bullying. From conceptualization to production, we integrated creativity and expertise to bring each design to life.
Launch
We launched our initiative with a press and PR campaign that garnered attention from major media outlets, amplifying our message and reaching a broader audience. It ignited conversation across platforms, schools, and communities.
We also developed a dedicated didactic webpage and content for social media, providing comprehensive information on each backpack and the various facets of bullying. Visitors could explore details on how to prevent, identify, and take action against bullying, empowering them with knowledge and resources to address the issue effectively.
Launch
Launch
We launched our initiative with a press and PR campaign that garnered attention from major media outlets, amplifying our message and reaching a broader audience. It ignited conversation across platforms, schools, and communities.
We also developed a dedicated didactic webpage and content for social media, providing comprehensive information on each backpack and the various facets of bullying. Visitors could explore details on how to prevent, identify, and take action against bullying, empowering them with knowledge and resources to address the issue effectively.
We launched our initiative with a press and PR campaign that garnered attention from major media outlets, amplifying our message and reaching a broader audience. It ignited conversation across platforms, schools, and communities.
We also developed a dedicated didactic webpage and content for social media, providing comprehensive information on each backpack and the various facets of bullying. Visitors could explore details on how to prevent, identify, and take action against bullying, empowering them with knowledge and resources to address the issue effectively.
Launch
We launched our initiative with a press and PR campaign that garnered attention from major media outlets, amplifying our message and reaching a broader audience. It ignited conversation across platforms, schools, and communities.
We also developed a dedicated didactic webpage and content for social media, providing comprehensive information on each backpack and the various facets of bullying. Visitors could explore details on how to prevent, identify, and take action against bullying, empowering them with knowledge and resources to address the issue effectively.
Bullying Backpack
Bullying Backpack
Bullying Backpack
Bullying Backpack
Bullying Backpack
Bullying Backpack
Bullying Backpack
Bullying Backpack
Bullying Backpack
Bullying Backpack
More Works More Works
More Works More Works
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