Make a Noise about Bullying: Anti-Bullying Week 2015
Anti-Bullying week 2015 was run by the Anti Bullying Alliance (ABA) in partnership with Barclays to shine a light on the serious mental health consequences for children and young adults as a result of bullying.
Barclays felt this was an extremely important message and knew that the ABA team with their strong links to schools and social media presence were the best qualified to deliver real impact.
How did we do it?
The campaign was called Make a Noise about bullying and that’s exactly what NCB and the Anti-Bullying Alliance did.
We started with a poll and we spoke to nearly 1,500 young people aged 16-25 to find out more about the prevalence of bullying in school and the effects it can have on pupils. The poll also asked teachers their thoughts on bullying and if they felt equipped to deal with the issues.
We used the survey results to create a huge amount of media activity that attracted national media and created a real splash on social media with #Antibullying week trending on Twitter. ABA created a number of resources to help combat bullying, including a tool for GPs and lesson plans for teachers and top tips for young people on how to deal with being bullied.
ABA launched its campaign video in June 2015 at One Direction concerts:
It was retweeted by high profile celebrities including actor and comedian, Matt Lucas , journalist Alastair Campbell, Radio 1 DJ, Gemma Cairney and former England rugby player, Ben Cohen.
Why was it important?
The ‘Make Noise about bullying’ poll found:
- 44% of young people who were bullied at school say it impacted on their mental health
- A third of children being bullied avoid school or college as a way of coping
- 70% of teachers felt ill-equipped to support children with mental health issues related to bullying
These results prove how serious a concern bullying is for many young people and their teachers. It is important that bullying is addressed with all year round, but having a dedicated week of action highlights the issues and give schools the perfect opportunity to focus on the topic. Working with Barclays gave ABA and NCB a platform from which to shout about the issues and create resources to help those who needed it. The campaign week reminds schools to teach children what bullying is, why it’s unacceptable in any form and renew teacher training so they know how to deal with it.
The campaign was a huge success, with national media coverage including TV appearances on BBC breakfast news, This Morning and ITV news as well as features in every broadsheet. Our analysis of our total media coverage showed we achieved £1.3m AVE with a total potential reach of over 67 million people.
Our impact on social media was equally strong. On launch date our hashtag was the top UK trend and our Thunderclap reached 1.2million people. On Facebook we were able to reach over 130,000 people and share with them the resources and toolkits.