Check out the one of Levi's Kids campaign For Little Toughies, The I love the idea were it indirectly states to not just face your fear but conquer it.
Ever heard of the 3 little pigs and their houses? Well these little piggies are not your typical “run and hide for the big bad wolf is here”... They made the big bad wolf into a rug for crying out loud.
For Jack, no way a giant is going to bully him. :)
For Little Toughies... Levi's kids