In Canada, the weeks leading up to the first day of classes are known as “Back to School”. It’s a time of year crowded with businesses promoting their latest deals. Advertising during back-to-school generally comes with a positive, upbeat, optimistic tone. From clothing, to school supplies, to electronics, products are sold by putting a focus on the opportunity of the school year to come and all that these products can bring to it.

With schoolyard bullying on the rise, and suicide being the number two cause of adolescent death in Canada this was the perfect time of year to focus on this serious issue. It’s a time of year where we can get parents to talk to their kids before the school year officially starts, all in hopes of stopping instances of bullying before they start in the first place.