By sending messages of harassment through its app to customers, Burger King has attempted to raise awareness over the issue of school bullying.
Nov. 9 was National Bullying Day. The restaurant chain in France, in association with child protection organization Les Papillons (The Butterflies), began sending hate messages through its push notifications. Some of them read “You’re ugly” or “You’re useless.” They represented some of the messages that thousands of bullying victims receive each day.
The campaign was devised by creative agency Buzzman.
Each recipient of a message was then directed to Les Papillions’ website, where they could donate to support bullying prevention.
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