São Paulo, February 18, 2025 – Vanish, the global brand leader in stain remover, presents an emotional short film that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. The film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
Conceptualized by BETC HAVAS and produced by LOBO, the short film will screen as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
The collaboration will also include an e-book for educators, students, and families to foster dialogue on the topic. Additionally, teachers will have access to supplementary educational books, a bullying prevention course, and exclusive lesson plans to help address the issue in schools.
“We want to combine social impact and practical relevance in something meaningful and lasting for the audience. We aim to raise awareness of bullying signs and encourage a more attentive and open approach to talking with children. The only stains on uniforms should come from play and fun, never from violence and abuse that leave emotional scars,” says Ana Paula Tintim, Head of Marketing for Vanish at Reckitt Hygiene Commercial.
“Bullying is a harmful behavior that often occurs subtly and covertly. Preventing it requires giving the issue proper visibility and addressing it clearly and consistently. We are confident that, through this crucial partnership with Vanish, thousands of educators, families, children, and teenagers will gain a better understanding of the problem, which affects so many students in Brazil, and will have the opportunity to address bullying effectively, giving a voice to those who need help,” says Benjamin Horta, Director of Abrace – Preventive Programs and Founder of Bullying-Free Schools.
“Research indicates that stains on a uniform can be one of the signs of bullying, along with other indicators such as damaged school supplies, changes in behavior, or a drop in the academic performance of children and teenagers. That’s why this warning is so important. Parents must be attentive and talk to their children. Dialogue is a powerful weapon against bullying. If Vanish has always cared for the spotless white of school uniforms, we want to show that this care extends beyond the fabric,” comments Sophie Schönburg, Vice President of Creative at BETC HAVAS.
“Creating this short film for Vanish was a deeply moving challenge. From the script to the final production, we sought to bring sensitivity and respect to the topic of bullying, visually translating this reality in an impactful way during the back-to-school season. Working with partners like LOBO and Abrace allowed us to explore the emotions of children and families in a unique way, making each frame a call for reflection. It was an honor to contribute to such a necessary initiative,” says Juliano Almeida, Creative Director at BETC HAVAS.
“Animation has a playful aspect that allows complex topics to be presented in a light manner. It was the perfect technique to tell this story, which deals with a relevant and serious theme but needed to be conveyed in a subtle way,” comments Gabriel Nóbrega, Partner and Director at LOBO.
