The Diana Award Partners with Head & Shoulders on Youth-Led Anti-Bullying Film

The Diana Award announced a five-year partnership with Procter & Gamble's Head & Shoulders brand to produce an anti-bullying campaign film. The project co-created the content with young people and production company Giving Back Films.

The campaign focuses on raising awareness of hidden signs of bullying. The Diana Award, a charity established in memory of Diana, Princess of Wales, runs anti-bullying programs in schools and youth organizations across the UK.

Head & Shoulders enters a social impact space typically dominated by foundation work rather than product brands. The five-year commitment signals longer-term investment in cause marketing beyond a single campaign cycle.

The partnership uses a co-creation model: young people participated in developing the film rather than serving as subjects or audience only. Giving Back Films, the production partner, specializes in social impact storytelling.

P&G brands have increasingly tied product marketing to social causes. Head & Shoulders joins Dove's self-esteem work and Always' confidence campaigns in the portfolio's purpose-driven efforts.

The announcement came via LinkedIn from a Head & Shoulders team member. No media buy details, distribution strategy, or campaign metrics were disclosed. The film's release date and viewing platforms remain unannounced.

The Diana Award reaches over 1 million young people annually through its anti-bullying ambassador program. The organization trains peer mentors in schools to recognize and respond to bullying behavior.

Whether the Head & Shoulders campaign runs as paid media or earned distribution will determine its reach beyond The Diana Award's existing youth network. Five-year brand partnerships typically include multiple activation points. This appears to be the first public announcement of the collaboration's output.