THINK B4
‘think b4’ is a cross-medium campaign that aims to tackle the rising problem of cyber bullying. Unlike other campaigns that address cyber bullying, ‘think b4’ does not preach to young people on morals from an adult voice. Instead, it is designed to look and feel like it was designed by young people, for young people. Teenagers are far more likely to discuss issues with another young person than with an adult.
In addition to helping victims of cyber bullying, ‘think b4’ aims to change attitudes and behaviours amongst potential bullies. This can be achieved by making bullying something that is seen as ‘undesirable’ behaviour amongst their peers
CASE STUDY
From an extensive research process, including interviews with parents, teachers, victims and case studies, the following emerged as the main issues in relation to cyber-bullying:
1. Young people in schools are fearful of reporting bullying to teachers/parents because often the consequences are worse if they do. An outlet for easier and anonymous reporting of incidents is needed.
2. Because of technology, young people can now bully online without any apparent consequence. For example: by posting hurtful comments, SMS messages or spreading humiliating videos (for example the ‘happy-slapping fad). A change of attitude, behaviour and responsibility taking is needed.
The ‘think b4’ campaign consists of three parts to tackle these issues:
1. An offline class mentoring system- Each class in participating schools is assigned an older student who acts as a ‘class mentor’. They are available both on and offline to whom stuents can anonymously report issues. They also act as a visual deterrent to bullies.
2. A website where teens can report issues anonymously and chat to their assigned class mentor. A Facebook app also allows young people to report undesirable communication directly from their social media.
3. A viral campaign that aims to change attitudes towards cyber bullying. This runs alongside the website and offline program. The aim of this is to talk to teens in their own ‘language’ and to make cyber bullying behaviour ‘uncool’. Unlike many existing videos that ‘preach’ to teens from an adult voice, the ‘think b4’ video aims to be humourous and ‘cool’, while still communicating the core message.
In addition to helping victims of cyber bullying, ‘think b4’ aims to change attitudes and behaviours amongst potential bullies. This can be achieved by making bullying something that is seen as ‘undesirable’ behaviour amongst their peers
1: Viral campaign video
2: Website and Facebook app
3: Offline promotional material
CASE STUDY
From an extensive research process, including interviews with parents, teachers, victims and case studies, the following emerged as the main issues in relation to cyber-bullying:
1. Young people in schools are fearful of reporting bullying to teachers/parents because often the consequences are worse if they do. An outlet for easier and anonymous reporting of incidents is needed.
2. Because of technology, young people can now bully online without any apparent consequence. For example: by posting hurtful comments, SMS messages or spreading humiliating videos (for example the ‘happy-slapping fad). A change of attitude, behaviour and responsibility taking is needed.
The ‘think b4’ campaign consists of three parts to tackle these issues:
1. An offline class mentoring system- Each class in participating schools is assigned an older student who acts as a ‘class mentor’. They are available both on and offline to whom stuents can anonymously report issues. They also act as a visual deterrent to bullies.
2. A website where teens can report issues anonymously and chat to their assigned class mentor. A Facebook app also allows young people to report undesirable communication directly from their social media.
3. A viral campaign that aims to change attitudes towards cyber bullying. This runs alongside the website and offline program. The aim of this is to talk to teens in their own ‘language’ and to make cyber bullying behaviour ‘uncool’. Unlike many existing videos that ‘preach’ to teens from an adult voice, the ‘think b4’ video aims to be humourous and ‘cool’, while still communicating the core message.