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Robert F. Kennedy Center for Justice and Human Rights

PROJECT SEATBELT /

 

In recent years, bullying continues to become a more prominent issue confronting the youth of America. In 2013, the RFK Center launched the bullying prevention campaign “Project Seatbelt,” with partners Chrysler and Harvard’s Graduate School of Education. This campaign initiative was developed in the effort to increase awareness of bullying – and serve as a support hub for children, parents and teachers.

Commissioned to develop the campaign identity and website, we wanted to develop a brand system that was simple yet dimensional – reflecting the complex and evident issues we face with bullying. Structure of the online experience was critical – where a well organized architecture allows easy accessibility to a significant amount of information. This extensive collection of information gives visitors the tools to learn more about bullying, but more importantly to educate them on how to prevent future bullying through engagement and leadership. The site also serves as an interactive platform where individuals can reach out for help, donate to the cause and ultimately become more involved in preventing bullying in our nation.