On the occasion of National Anti-Bullying Day in France, Burger King has launched a campaign that seeks to dismantle the way we usually look at promotional toys. Instead of the usual dolls or collectible figures, the brand has replaced the gifts on the King Junior children’s menu with disturbing objects: a tear spray, a taser and a brass knuckles. The scene, starring a girl who enthusiastically opens the bag to find elements of symbolic violence, is as shocking as it is eloquent. And for many minors, aggression is not a game, but a daily reality.

The action, signed by the Buzzman agency, does not remain on the symbolic level. Burger King will donate 100% of the profits generated by these King Junior menus, available only for one day, to the Les Papillons association, which combats child violence and bullying. Through this contribution, new Papillons boîtes -confidential mailboxes in schools and sports clubs- where boys and girls can report situations of violence or express their discomfort safely and anonymously.

This is not the first time that Burger King has collaborated with Les Papillons, thus reinforcing its commitment to children beyond traditional commercial codes.
The initiative is also in line with other previous campaigns by the brand to raise awareness about bullying. In the United States, for example, a hidden camera action was used to illustrate child bullying, demonstrating that advertising can also be a channel of awareness.