Kiusamisvaba Kool Campaign – “Bullying can remain a burden for life”
Kiusamisvaba Kool and Not Perfect Creative Agency set out to launch a charity campaign to draw attention to the serious consequences of school bullying and secure donations to ensure the continuity of the KiVa anti-bullying programme. The central message — “Bullying can remain a burden for life” — underlined that bullying doesn’t end when a child leaves the classroom; it can shape a person’s mental well-being and life choices well into adulthood. The goal was to spark an emotional reaction, deepen public understanding of the issue, and motivate people to contribute so that KiVa could continue its work in Estonian schools, providing children with a safer and more supportive learning environment.
How?
The creative concept was developed in collaboration with Not Perfect Creative Agency, the KiVa team, and well-known Estonian actor Henrik Kalmet. It focused on a strong visual and emotional metaphor showing how the effects of bullying can follow someone throughout their life. Our role was to bring this idea to life through full-scale production services.
We worked on refining the concept and script with the creative teams, developing technical solutions, assembling the production crew and cast, securing sponsors, and organising the shoot day from start to finish.
In post-production, we prioritised the emotional impact of the story — precise editing, colour grading, and sound design ensured the tone was powerful and immersive. The result was a short video that blended cinematic visuals with an honest social message, creating a deeply personal and engaging experience for viewers.
Results
The campaign attracted significant attention in both traditional and social media. The video was widely shared and commented on by opinion leaders and spread organically beyond its original target audience. It generated a notable increase in donations to Kiusamisvaba Kool during the campaign period and significantly raised awareness about the long-term effects of school bullying.
Feedback from teachers, parents, and former students confirmed that the message resonated deeply and inspired reflection. Interest from schools in joining the KiVa programme also grew, which represents an important long-term impact for the organisation. The campaign proved that a powerful story combined with professional execution can genuinely influence public awareness and behaviour.
If you’re looking for a partner who can bring your idea to life with both impact and precision — from creative concept to polished final delivery — let’s talk. We know how to create content that doesn’t just capture attention but inspires people to act. Get in touch, and together we’ll find the most powerful way to make your message heard.