Google in anti-bullying move

Google and Beatbullying have teamed up in a groundbreaking initiative that will guarantee the charity’s latest campaign reaches its tricky target demographic.

Beatbullying is to launch a ‘branded channel’ on Google-owned YouTube on Monday, the first day of Anti-Bullying Week. But it is understood that, in an unprecedented move, the site will automatically promote the channel on its homepage on Monday. Usually, channels only feature on the YouTube homepage if they have gained the requisite number of ‘hits’.

The charity and search eng­ine giant came to the agreement after talks bet­ween senior comms officers.

The channel will comprise a range of videos in which celebrities such as Arsenal football players, Danni Minogue, and Girls Aloud offer practical advice for children and young people about bullying.

Google’s head of corporate comms DJ Collins said: ‘Google has been impressed with the way Beatbullying has embraced the platform.’

But as a trustee of Beatbullying, he preferred not to comment on the deal specifically.

While other charities such as Friends of the Earth have their own YouTube channels, this is the first time Google has worked so closely with a voluntary sector organisation.

Beatbullying director of comms Niall Cowley said: ‘This is a big deal. The core kids we want to get our message out to don’t see traditional media.’

The launch will be backed by a traditional media campaign to promote the channel and raise awareness.

Anti-Bullying Week, from  19-23 November, is being co-ordinated by the Anti-Bullying Alliance.

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