Cyber bullying is affecting more and more children everyday. This Don’t Be Mean campaign was meant to raise awareness and educate kids and parents about the negative affects cyber-bullying causes. The concept behind the identity is associated with a stamp so this message can be “stamped” anywhere. Getting the message across is extremely important in any campaign and reaching your target audience is the first place to start. Each piece of collateral in this campaign is equally important in reinforcing the message.