ABOUT

CHALLENGE:
A deeply troubling behaviour had taken hold in school environments: when a bullying episode occurred, other students were not intervening — they were filming it on their phones and posting it on social media. The act of recording had replaced the act of stopping. Viral reach had become more compelling than human decency. The victim was being victimised twice: first by the aggressor, then by an audience that turned suffering into content.

Colegio Moderno John Dewey — already a school built on values of equality, respect, and democratic interaction — needed a campaign that could change this behaviour from the inside out: not by punishing students, but by repositioning them as agents of change rather than passive spectators.

IDEA:
Reframe the bystander. In any bullying situation there are two assumed roles: the aggressor and the victim. The campaign's central insight was that there is always a third factor — the witness, the classmate, the person standing close enough to stop it. That person holds more power than either of the other two. And they are choosing to use it to film instead of act.

F3 — Factor Tres gave that role a name, an identity, and a moral imperative. The campaign addressed students directly — not as guilty bystanders, but as potential heroes. The message was deliberately simple: between the one who hits and the one who suffers, there is you. You are the third factor. You can stop it.

The campaign platform was also extended digitally via web — an online hub where students could join the F3 anti-bullying force, access resources, and pledge to act rather than record.

Factor 1
The Aggressor
The source of the violence. Cannot be changed by a campaign.
Factor 2
The Victim
The one who suffers. Cannot stop it alone.
Factor 3 — YOU
The Witness
The only one with the power to change the outcome. The entire campaign is for this person.

Copy:
"There are videos that make you cry — and it's not funny."
Between the one who hits and the one who suffers, there is you. The third factor that can stop it.

"She is not alone as long as you are a factor."
Stop recording. Help us stop bullying at school.

"Bullying is the power of the coward."
Join the F3 anti-bullying force at factortres website

MY CONTRIBUTION - CREATIVE DIRECTOR:
As Creative Director, I conceived and executed the full F3 campaign — from the strategic insight through to the campaign name, visual system, press and magazine executions, copy, and digital platform. My contribution covered:
-Campaign concept — The Third Factor: I defined the core strategic insight that turned a passive bystander into an active protagonist. By naming this role — F3, Factor Tres — I gave students an identity to inhabit rather than a rule to follow. The shift from guilt-based messaging to empowerment-based messaging was the creative decision that made the campaign work.
-Copy & visual system: I wrote the campaign headlines — raw, direct, typographically dominant — designed to land with the emotional force of the issue without being preachy. Each execution leads with an undeniable truth and redirects the reader toward action. The visual language: real photography, heavy black-and-white type, no illustration, no softening.
-Media execution: I directed print and magazine executions for in-school and press publication, designed for maximum impact in corridors, classrooms, and parent communications. The campaign tone was deliberately adult — treating students as moral agents capable of making the right choice, not children being lectured.
-Digital platform — website: I directed the concept and communication architecture for the online hub — where students could pledge to be a Factor 3, access guidance, and share the campaign — extending the reach beyond the school walls and into the wider community.

-Print campaign
Magazine and press executions — in-school corridors, parent comms, press.
-Campaign concept
F3 positioning, Third Factor strategic framework.
-Copy direction
All campaign headlines and body copy — empowerment over guilt.
-Website
Digital hub — pledge system, anti-bullying resources, campaign extension.
-Social media
Campaign content for school social channels — shareable student-facing formats.
-Identity system
F3 logo, colour, typography — a campaign that looks like a movement, not a notice board.