Research from Proctor and Gamble found that four in ten people have experienced bullying because of their looks, with 27% due to their hair and 36% because of dandruff. The brand research also found that 58% of young people between the age of 13 and 25, said they ‘hate the way they look.’

Head & Shoulders has devised a campaign to stand up for those being bullied because of dandruff, with a two-year partnership with the Anti-Bullying Programme from the Diana Award. With the help of the charity, Head & Shoulders has created a programme aiming to educate one million people, parents and adults by 2023 on the signs of bullying. The programme will be delivered in schools across the UK, with the mission to help to build participants confidence in dealing with these difficult situations.

As part of the #FreeTheShoulders campaign, the partnering organisations created a video showing a selection of young people that are self-conscious about their hair due to bullying. The voice of a young person reads a poem about the isolation of bullying, before a series of facts show on screen. “1 in 3 teens are bullied. Those with dandruff are twice as likely to be among them” and “Bullying can have a lifelong impact on mental health, no matter the reason it should never be accepted.”

Perri Kiely from dance group, Diversity, features in a short video with accompanying social assets, as a Head & Shoulders Anti-Bullying Ambassador. He briefly explains how he too was bullied for his hair as child, before finding confidence through friendship and dance.

Perri also created a TikTok video as part of the campaign where he can be seen bursting negative insults. “It’s important for me to bring awareness to this campaign and empower others to join me in brushing off the negativity. No matter the reason, bullying should never be accepted,” says Kiely.

The #FreeTheShoulders campaign will run from 18 October, calling for schools, parents, teachers and children to sign up to the programme.