Antibullying label

Task: Promote positivity and tolerance towards diversity as part of the anti-bullying social initiative.

Solution: Create unique labels featuring children’s artworks from the initiative.

Result: A limited edition branded water with variable data printing on the front and inner side of the label, showcasing 5 drawings and turning each bottle into a gallery. The “wet-touch”; tactile surface strengthens the emotional bond. The wash-off film makes the bottle returnable and sustainable.

Technique: The project exceeded the limits of digital printing through the successful resolution of several significant challenges. These included printing variable data on both the front and inner surfaces of the label, adjusting design layouts during the printing process, and ensuring optimal opacity of the labels for vibrant colors. Achieving these milestones represents a significant advancement in digital printing capabilities.

Inspiration: Printing house Aurika has been a long-term supporter of the “Label the item, not the person” anti-bullying social initiative. In order to increase engagement and awareness among children and society, a proposal was made to create a real product featuring the artwork of the children who participated in the initiative. This initiative was also an opportunity to showcase Aurika’s technical innovation in variable data printing on both sides of the label. The combination of a socially sensitive topic and advanced technology generated significant engagement and publicity for the initiative.

Concept behind: The content analysis affirms the significance of the bullying issue. Publicly accessible data indicates that in 2022, 71% of parents acknowledged that their children encountered bullying in their immediate surroundings, including schools. Of these, 64% were victims of bullying. Furthermore, approximately 17% of parents sought professional psychological assistance, and approximately 7% were compelled to relocate their children to a different setting. Such scenarios have led to the formalization of anti-bullying prevention in state law, with over 15 prevention programs initiated and financed by the Lithuanian Ministry of Education and Sports. These situations have also inspired Aurika, a company, to take action by supporting and broadening the scope of the anti-bullying social campaign.