Head & Shoulders

Weight of the Flake

Agency: Valtech Radon


New Head & Shoulders Campaign to Educate and Empower Teens Against Bullying 1 out of 3 teenagers experience bullying – and those with dandruff are twice as likely to be among them. Head & Shoulders has partnered with The Diana Award Anti-Bullying Pro to educate 1 million young people about combating all forms of bullying, and is now, together with their creative agency Valtech Radon, releasing their second campaign that sheds light on the increased vulnerability of teenagers with dandruff.

Head & Shoulders has effectively taken care of dandruff for more than six decades. However, addressing the condition is just one aspect of the mission. To change the narrative surrounding dandruff, Head & Shoulders teamed up with Anti Bullying Pro, to empower one million European teenagers to combat all forms of bullying through a blend of communication and education.

“There is a complex interplay between dandruff and bullying that needs urgent attention. Through our work, we aim to mobilize individuals to join the fight against bullying and empower them with effective strategies to combat this issue. Our vision for the future is to enhance people’s quality of life by minimizing the social and emotional challenges associated with dry scalps, flakes, and dandruff," says Diego Alirangues Martín, Senior Brand Manager at Head & Shoulders.

The second edition of Head & Shoulders anti-bullying campaign aims to raise awareness about the vulnerability of teenagers with dandruff and encourage people to join the fight against bullying. The new campaign uses a powerful visual metaphor – a growing backpack – to illustrate the hidden burdens bullying and dandruff can place on students, emphasizing the impact of simple acts of kindness.

“Dandruff is diminished as this small white flake, but in reality, it has a much heavier emotional weight for teenagers. This is the insight on which we came up with the idea of using a growing backpack as the metaphor for showing the weight on kids' shoulders. By suspending reality and dramatizing it this way, we hope to break down the stigmas that often come along with both dandruff and bullying." says Petter Rudwall, Creative Director at Valtech Radon.

The campaign launches across Europe, initially focusing on the UK and Spain, on social media platforms, including Instagram, TikTok, and YouTube, and in-store through partnerships like Boots. Additionally, bullying education by Diana Award Anti-Bullying Pro in schools across the UK.

This professional campaign titled 'Weight of the Flake' was published in United Kingdom in September, 2023. It was created for the brand: Head & Shoulders, by ad agency: Valtech Radon. This Integrated medium campaign is related to the Household Products and Public Interest, NGO industries and contains 1 media asset. It was submitted 7 days ago.


Agency: Valtech Radon
Paula Backman & Agnes Zetterman – Creatives
Marcus Lundin – Director
Petter Rudwall – Creative Director
Bernadette Hutson – Account Director
Hampus Fernström – Project manager
Petrus Lidbeck – Editor
Klara Sundström – Producer
Erik Skånmyr Hero – Senior Producer
Production team – The Gang (Spain)
Client: Head & Shoulders
Diego Alirangues Martin – Senior Brand Manager
Helene Graffner – Communications Director & Responsible Beauty Leader, Beauty
Care Europe
Alessio Martini – Senior Marketing Director
Evangelos Tselentis – Brand Director
Guido Marchetti – Director, Advertising Production


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