Cyber Bullying
You've probably heard about how cyber-bullying is on the rise. Bullying has - of course - always been a problem, but with the rise of mobiles and the internet, cyberbullying has proliferated. With bullies now effectively able to access and target their victims using multiple tools and technologies, teens are finding it harder to escape than ever.
Attempting to tackle it has been no easy task. After lengthy consumer research, we decided that targeting the victims would not be appropriate with this type of campaign as there is a need for specific support, guidance and advice. Targeting the main bullies and ring leaders was seen as ineffective as they derive too much satisfaction from their activities. So, we decided the most effective solution was to target the people who go along with it. The people who laugh, the people who join in, the people who forward bullying footage – the accessories. At most we were hoping to change behaviour, but at the least we were looking to raise awareness that laughing at bullying is a major part of the problem.
The line 'if you laugh at it, you're part of it' perfectly sums this sentiment up.