Nationwide Building Society: The Power of Words

Nationwide Building Society is today launching its latest campaign 'The power of words', which aims to tackle bullying in schools across the UK. The new TV film aims to raise awareness of its landmark three-year partnership with The Diana Award, and demonstrate how the partnership will introduce 10,000 Anti-Bullying Ambassadors to schools in the UK over the next three years. Devised by agency of record, VCCP London, 'The power of words' seeks to communicate the importance of mutual respect in society, with a focus on bullying in primary schools. Nationwide was founded with social purpose, and its commitment to supporting its members and society hasn’t changed. Research carried out by Censuswide in 2021 found that a shocking 24,000 children miss school each day due to bullying. Nationwide’s partnership with The Diana Award will help to drive awareness for the polemic issues as well as result in tangible help. The Diana Award advocates for peer-to-peer support, and an extra 10,000 Anti-Bullying Ambassadors are being trained in over 660 primary schools up and down the UK, so more children have someone they can talk to. The Anti-Bullying Ambassadors, who are school children themselves, will receive training on how to spot bullying, speak out and support those who face challenging circumstances at school. The new film will debut on TV with a hero 60-second spot during the Stand Up 2 Cancer Bake Off. The thought-provoking film is set in a primary school assembly hall, and features school children as they enter and exit the main stage to discuss their own experience of bullying.