Kleenex Explores the Sadness and Anxiety of Moving From Elementary to Middle School

And has a product-focused solution

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Kleenex's "Someone Needs One" campaign is back with an emotional back-to-school video designed to make you need some Kleenex.

Heading back to school is always an emotional time for kids, but the stakes are higher when you're transitioning to a new school—so Kleenex targeted the switch from elementary to middle, which may well be the worst transition of them all.

That's right, toss a bunch of pubescent children into a new school at the very moment when the opinion of their peers starts to mean the most to them, and you'll get exactly what the Kleenex survey results found—that 91 percent of students worry about getting to class on time, not knowing where they're going, and getting bad grades; 69 percent worry about not fitting in; and 67 percent worry about being judged by others.



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