About the Campaign

This project and thesis is a prevention and awareness campaign about bullying. What makes this campaign unique is that it utilizes martial arts principals (specifically karate discipline) as a foundation to help prevent bullying and help people who have experienced bullying. The end goal of this thesis is to help raise more awareness, provide free information, and create a different option for bully prevention through the means of visual communication.

Why Choose Martial Arts as a Starting Point for Bully Prevention?

The first thing that automatically jumps to anyone’s mind is the physical aspect that karate teaches, but really, it teaches many attributes about individuals in their continuous growth that they never may have realized. One of the biggest attributes is confidence.

During my research into numerous martial artists, I found one common thread. They all had different ways to solve bullying issues and talked about the benefits of martial arts, but they never tied down a set of philosophies for someone to follow. This approach is what makes my campaign different.

This campaign will undergo brand development and exploration with a final brand being developed. The brand will feature a strong message that this campaign will be able to use as its foundation. In order to communicate this brand, a logo will be developed, along with a website to help support itself in the digital space. This website will have detailed information about the martial art tenets that are the backbone of this campaign. The information will go into the specific physical stances, how to perform them, and how they are connected to the tenet. It will also explain the main reason on why these tenets are the guiding principals for bully prevention.