Anti-Bullying Awareness faces us to reflect on our behavior and encourage awareness surrounding bullying in America. American Licorice company ecided to make it their mission to embrace this month alongside their core values by promoting awareness through open conversation and motion media.
American Licorice coordinated a meet and greet with Olympic Track and Field Athlete, influencer, and former Boys & Girls Club member, Norris Frederick with members of Boys & Girls Clubs of Greater Northwest Indiana. The open discussion about anti-bullying awareness led to the creation of a mission statement through video, titled “Embrace Your Punch”. In the video they discussed topics that surround bullying and the promotion of self love. American Licorices’ most favored treat, Sour Punch, played perfectly into the “Embrace Your Punch” tagline as it reminds everyone to embrace who they are and appreciate that everyone is different for a reason.
Kristi Shafer, Vice President of Marketing at American Licorice, spoke about the correlation between their anti-bullying campaign and core values.
“Our company has many strong core values and one of them is compassion. I felt like our brand should have something that aligns with our core values,” Shafer said.
“I developed the brand purpose, which is “Embrace Your Punch,” a message of self love and really appreciating what is unique about you and others,” Shafer continued. “It’s a great message and very fitting. We are hoping to get that message out there by doing packaging that aligns with it as well.”
Take a look at the #EMBRACE video here.
Frederick spoke to members of Boys & Girls Club of Greater Northwest Indiana and asked them if they have ever been bullied or stood up to one. Many students raised their voice about how being bullied could cause depression or conflict and how bullying stems from a lack of self-esteem.
Frederick encouraged members to confront a bully head on with kindness.
“Next time you see someone not being nice to someone, maybe they just need somebody to talk to. It’s okay to walk up to someone and ask if everything is okay or ask to be friends. See what happens,” Frederick expressed.
He explained from his own experience that dealing with issues at home caused him to capsule everything inside and have bullying tendencies.
“I was upset about things going on outside of school, with my parents or my friends,” Frederick said. “I wasn’t sure how to express or talk to people that I wasn’t upset with them, I was upset about something bigger.”
American Licorice and Boys & Girls Clubs of Greater Northwest Indiana gave Norris Frederick the opportunity to change lives and see the Club from a new light. He pressed that anyone can pave their life they way they dream.
“It was really important to me when American Licorice came to me and said they wanted to do something cool like this, such as talking to kids about being bullied, about their goals and dreams. It’s so good to hear your stories, because these are things that I’ve gone through,” Frederick said.
Azariah Avery, ten year club member spoke about how her experience and how it motivated her to stay strong during a difficult time of her life.
“I have learned so much and so many life lessons. I suffered from bullying, and with that came depression,” Avery expressed. “The staff worked with me at the Club, and showed me that I can be me and love myself no matter what anyone told me. I am so glad that they were there to teach me that.”
Avery concluded her speech with this piece of advice:
“You are beautiful in your own way. Embrace yourself, everyone is made differently so you can stand out.”
For more information about American Licorice and their efforts with the anti-bullying #EMBRACE campaign go to http://www.americanlicorice.com/. If you are interested in Boys & Girls Clubs of Greater Northwest Indiana visit https://www.bgcgreaternwi.org/.