Bullying and harassment at school is a serious threat that directly affects the health and well being of youth across the country.
But eye care company 1800AnyLens.Com has been using the fear of bullying in a recent back-to-school marketing campaign that targets parents and caregivers to purchase their product.
"In a society where appearances dominate perceptions, physical features have unfortunately influenced bullying. Kids are afraid to look stand out because of their difference of appearance; making them a potential bullying target. Consequently, many young children with conditions such as astigmatism grow wary about their eye-wear in fear that they will be called “nerd” or “freak” by their peer aggressors. As a result of school-hall torment (and an attempt to avoid) the student may remove their helpful glasses. This action could lead to increased sight impairment and (increased) lack of educational focus. Contacts can help to avoid this," the advertisement reads.
This campaign spreads fear and inaccurate information on bullying and is extremely harmful as it stigmatizes youth who have been bullies or are being bullied and harassed. The fact is, many who are bullies have been victims themselves of bullying and harassment. This type of marketing language is meant to only to elicit fear to purchase a product.
Tell 1800AnyLens.com to stop this marketing campaign immediately, and commit to never using bullying and harassment as a marketing ploy again.