Stop Bullying: Speak Up
Objective: Bullying is an issue that affects children and teenagers across the US. Cartoon Network decided to launch an anti-bullying campaign in October, which is National Bullying Awareness Month.
“It's really affecting our audience,” says James Anderson, SVP of PR for Cartoon Network, which has a target viewing demographic of kids aged 6 to 11. “Bullying was a major concern, but they didn't know how to deal with it.”
Idea: “The goal is to be a credible advocate for empowering youth, empowering the bystander,” he added. The network worked with bullying experts and organizations to get credible information and resources for the site.
PSAs will air on Cartoon Network, as well as the entire group of Turner networks. Cartoon Network also teamed with People for special coverage on bullying in October and with CNN's Anderson Cooper 360 for a town hall.
Tools: “Stop Bullying: Speak Up” is focused around the PSAs and a microsite, www.StopBullyingSpeakUp.com, where kids, parents, and teachers can get information. The network hired Fleishman-Hillard in September to help execute the launch, and will also leverage its Facebook page. Cartoon Network will target entertainment, health and wellness, education, and children's publications for media outreach, as well as mommy bloggers.
“We're covering everywhere we think this audience will be,” Anderson says. The campaign also includes a partnership with the Boys & Girls Clubs of America, as Cartoon Network will distribute bullying prevention kits to locations.
Measurement: Anderson says Cartoon Network will measure the success of the campaign based on how widely the message and tagline spreads. “This will be ongoing,” he says. “We would love to have everyone saying, ‘Stop Bullying: Speak Up!'”
The campaign will also measure page views and inter-action on social media sites.