Hopscotch, a leading kids wear brand in Pakistan, recently initiated an anti-bullying campaign, Back of Bullies. The initiative received positive response from people from all walks of life and people also shared their personal experiences on social media to reflect their support for the cause that has essentially become a pervasive problem amongst children across the globe.

Founders of the brand, Romana and Harris have taken the responsibility to disseminate a public service message by initiating awareness about bullying through the campaign.

The less importance assigned to this rather serious matter and the lack of prior research in the local context in terms of mitigating it, have essentially driven Hopscotch to take up this social cause. Bullying is a severe problem that effects children physically, mentally and even psychologically, causing severe damage to their overall personalities.