Taxi West taking on bullies for Pink Shirt Day

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 […]

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.

Advertising Articles

Which Olympic ads won with women?

Harbinger study examines what it takes for ads to be memorable

Media.net deal ups the ante in ad tech acquisitions

Telecom firm to take on provider of contextual ads to Yahoo and Bing

Public Mobile encourages you to swap junk for SIM cards

Self-serve mobile brand shows customers how it's different from the big guys

Olympic Contenders: Do you buy Air Canada’s pitch?

Alan Middleton sees a sales push amid customer service concerns

Olympic Contenders: ‘First’ isn’t always best

A respectable showing, but Jamie King doesn't see Visa earning a podium finish

On the Move: Additions at McCann, Momentum and BoomBox

A weekly update of who's headed where in Canadian marketing and communications

Olympic Contenders: RBC’s second-chance ‘Someday’

Jamie King finds a strong strategic tie between the bank's platform and the Games

Bensimon Byrne, KBS win LCBO accounts

Brand and promotion mandates earned through ARB reviews

Cintas’ best bathroom search returns

The facility services company goes looking for Canada's cleanest can