PROJECTS


  CLIENT : Star Publications
  CAMPAIGN : R.AGE Against Bullying



Problem:
80% OF YOUNG MALAYSIANS HAVE BEEN BULLIED.

This startling fact was uncovered by R.AGE, a local youth paper and portal. They also discovered that many Malaysians think that bullying is a normal part of growing up, and nobody says anything. Like many forms of abuse, bullying is under-reported because victims are afraid to come forward for fear of repercussions and shame. What many don’t realise is that silence only perpetuates the cycle of violence.


SOLUTION:
BULLYING IS SOMETHING WE SHOULD ALL GET ANGRY ABOUT.

The silence surrounding bullying is unacceptable. Our communication objectives were to turn public anger and disgust towards bullying, to reverse the stigma of speaking up and transfer it onto bullies. We wanted to create an environment where victims could feel safe and protected when publicly talking about being bullied. Adding a little twist to our product name, R.AGE, we summed up our objectives with the campaign line ‘Rage Against Bullying’.

We recruited popular personalities as brand ambassadors and harnessed various media channels to get the word out. When public figures talked about being bullied, it reinforces the fact that bullying affects everyone, and dispels the myth that bullying only affects those with low self-esteem. We even had international best-selling author Nick Vujicic to talk about his experiences. We hung out at youth events like ChurpOut and TedxYouth@KL to share our message. Rageagainstbullying.com became the go-to place where young people can talk about, share experiences and encourage each other. Through these and many other communication channels, we invited everyone to take part in our ‘Stick Up Against Bullying’ contest, and to share their pictures through social media.

RESULT:
MALAYSIANS STAND TOGETHER AGAINST BULLYING.

In just six months, Rage Against Bullying has gathered resounding support from the Malaysian community. Rage Against Bullying has garnered more than 22,000 ‘likes’, pledges, votes, hits, reports, and pageviews in the digital sphere. All that engagement includes: 1,026 people pledged their support to the cause, 1,867 votes cast during the Stick Up Against Bullying photo contest, and a staggering 13,869 pageviews on Rageagainstbullying.com. Most importantly, 165 cases of bullying were reported meaning 165 young lives have started to change for the better.


Source: Microsoft’s Global Youth Online Behaviour Survey The Star R.AGE Against Bullying Report and Google Analytics from July 2013 to December 2013

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