How did we create our twisted world?
Theoretical Foundation
Our concept was generated based on Self-Perception theory by Lee and Kotler (2011). This theory is about how people’s belief about themselves can lead to their behavior. If they are aware that they are thinking for the good, they will do what good ones would do. As you can see from this illustration, these are two different thoughts, and the second one is the result of the first one. If these two ideas exist at the same time, the good behavior is sustained.
Applying to our topic, the good thought that we need to indicate is “Verbal bully is bad” and that will lead to the action - STOP saying hurtful things.
Therefore, our key message in this campaign is
“Children get hurt by adults’ verbal bully.”
During the interview with our target audience, we found out that they felt offended by hurtful sayings attacking them. Take it as an advantage, we created a campaign called “In A Twisted World”.
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In the real world, adults say hurtful things to children, so in the twisted world, children will say similar things to adults.
By making adults feel the pain by children’s verbal bully, they will reflect on themselves and understand the same pain of children. As a result, they will stop saying hurtful words to children.
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From our survey with the victims, we have sorted out 5 popular hurtful sayings from adults to children and reverse them to adults’ context for our kid to say in the Twisted World.
