#Don’tLetAnotherRoseWither
This campaign was developed for GLCAC, a NGO in China focused on gender-related school bullying. Gender-related school bullying is a serious issue in China, but most teachers are not familiar with this issue and lack the knowledge to deal with it. Therefore, the campaign was created to educate teachers about the seriousness of gender-related school bullying and that teachers play a key role in preventing this issue.
The big idea was inspired by the story of Yeh Yung-Chih - the “Rose Boy”. Yeh Yung-Chih was a Taiwanese boy who had long been bullied due to his feminine behaviours and died at the age of 15. The big idea is to use “roses” to represent the victims of gender-related school bullying, thus showing the audience that there are a lot of children and teenagers who are suffering from this issue.
Liwei Zhang
I’m a Chinese student from Shanghai and an ambitious PR & Advertising soon to be graduate. The final project has shaped my time management skills and the ability to think and work like an advertising professional. In addition to my three-year study in the University of Westminster, I have also worked as an account executive intern for three months at VMLY&R in Shanghai, which provided me with an opportunity to determine my passion for advertising.
Contact: zhangliwei2000@icloud.com