Taxi Vancouver has partnered with the CKNW Orphans’ Fund to raise awareness of bullying through Pink Shirt Day 2013, and has agreed to donate 500 agency hours to the cause.
Kevin Barclay, executive creative director at Taxi West said that while bullying spans everything from small children to office bullying, they will target kids 10 to 16.
And, instead of going after the bullies or the victims, Taxi will talk to bystanders. “There is new insight on how to approach and motivate bystanders to get more involved,” he said.
Last year 58,000 T-shirts sold, raising money for Boys and Girls Clubs across Western Canada.
“Sales of the T-shirts are important,” said Barclay. “That represents awareness to us and, fundamentally, a change of behavior.”
Barclay said the campaign is still in the initial stages of development, but will likely include print, digital, radio and social media.
Pink Shirt Day started in 2007 when two Nova Scotia students took action after witnessing a younger student being bullied for wearing a pink shirt to school. The first Pink Shirt Day in BC was organized the following year by Vancouver’s CKNW AM980 radio station.