Bullying Prevention Campaign
U.S. Department of Health and Human Services - February 09, 2009
In an effort to prevent "bullying," The U.S. Department of Health and Human Services sought support for a multimedia social marketing campaign focusing on students in middle school. Research demonstrated that this is a time of significant emotional and social development for many young people, and a critical point for changing the behaviors that lead to unsafe and unhealthy school and community environments.
The campaign had to actively engage young people in this age group to demonstrate positive peer pressure - and essentially make bullying "uncool." With significant involvement from a Youth Expert Panel that provided insights on the development of all creative approaches, the campaign enlisted the active involvement of more than 70 national organizations in the education, justice, youth and health and safety fields, including the National PTA, the American Medical Association and DARE America.
The campaign's centerpiece is a highly interactive Web site - http://stopbullyingnow.hrsa.gov/index.asp - which features an animated story told through Webisodes that immerse visitors into a middle school culture where bullying has become a significant problem. With drama and humor, the story demonstrates the positive actions that every young person can take to put an end to bullying, and reinforces these messages with an appealing resolution showing the rich rewards that come to everyday kids who reach out to support and befriend their classmates.
The campaign launch received extensive media coverage, including spots on the “Today Show,” CNN, CNN’s “Headline News” and a host of local radio and television stations. Since the Campaign’s launch, over 40,000 Resource Kits and Communications kits have been distributed across the country. The Stop Bullying Now! Web site averages between 5,000-20,000 hits a month, and the Campaign’s total impressions via print media are over 100 million.
Please visit http://stopbullyingnow.hrsa.gov to watch the Webisodes and learn more about this fun and engaging campaign.