Stop a Cyber-Bully

www.stopabully.ca
Heidi Hudson

Situation Analysis
STOP A BULLYis committed to providing any student, parent
or educator the opportunity to report bullying and cyber
bullying in a safe and anonymous manner by giving them a
safe online reporting system.
Their goal is to
increasebullyingawareness&accountabilitywithin schools
and to allow officials to be more proactive in preventing
serious incidents of bullying.
This reporting program is being run without staffing or
resources therefore it needs help to create awareness to
youth and the members of the community/school facilities
who can help affected youth.

Situation Analysis
Furthermore, Canada rates highest in
all of the developed countries for
work place violence. In terms of our
youth bullying causes kids to suffer
emotionally to the point of dropping
out of school or suicide as in the
cases of

Amada Todd

Rehtaeh Parsons

Jamie Hubley

Situation Analysis
Therefore it is imperative to create a
culture of consequence around cyber
bullying.

Research

In 2007 the Kids Help Phone administered a survey of 2,474

young people aged 13-15, where over70% of respondents
reported having been bullied online and 44% reported
having bullied someone at least once.
A 2010 research project, Cyber Bullying Behaviors Among
Middle and High School Students, studied 33 Toronto junior
high and high schools and reported that 49.5% of students
surveyed had been bullied online. The Majority of
participants did not tell anyone about the bullying.
There are many campaigns available in Canada to learn
about bullying there is not a reporting service like this one.
A reporting service is essential because it provides an
intervention to help those affected by bullying.

Objectives
To create awareness of the Stop a
Bully program among youth and
educational facilitators that work with
youth across Canada for the purpose
of behavior change.

A 15% increase in reporting by youth

and a 20% increase in enrollment by
schools across Canada.

Target Audience
Within Canada
Students between the ages of 10 to
13.
Students between the ages of 14 to
18.
Junior and High school councilors,
teachers, administers and principles.

Key Messages
1. Promote and enhance social wellness among
youth by empowering them to address bullying.
2. STOP A BULLYis committed to providing any
student, parent or educator opportunity to report
bullying and cyber bullying in a safe and anonymous
manner by giving them an effective online reporting
system.
3. STOP A BULLYaims to enhance and foster a
schools ability to address bullying incidents in a
proactive and timely manner by providing detailed
reports of bullying incidents, as well as, education
and prevention strategies.

Strategies
To deliver key messages to teens
through appropriate social media
channels.
To deliver key messages at popular
events attended by teens across
Canada.
To reach teens with key messages
using popular media that targets this
demographic.
To reach school authorities with key

Tactics
Solicit youth influencers such as Dakota
Fanning, Taylor Swift, Jaden Smith, Willow
Smith in addition to hockey and soccer
players to appear on scripted YouTube
videos discussing a 5 step process to
report a bully and a 5 step process to help
the bullied.

Tactics
Create a game that will be displayed
in theatres before the movie begins.
There will be multiple-choice
questions: 5 questions on what cyber
bullying is, 5 questions around
reporting it and 5 questions on how
to help.

Tactics
Create a Facebook cover photo to display on
individual Facebook profiles. Any individual will be
able to upload this as their cover photo. Launch it
during the WE Day tour and during Anti-Bully
Week. The banner will include the 5 step process
to report a bully and a 5 step process to help the
bullied.

Tactics
Have influencers discuss key messages and
website address during WE Day events across
Canada. They can also discuss the 5 step process
to report a bully and a 5 step process to help the
bullied; from there they can guide the audience
where to find the anti-bully banner to upload to
their Facebook account if they have one.

Tactics
Leading up to Anti-Bully day. Schools
across Canada will be contacted about
making the Facebook banner their school
cover photo on Facebook. This will help get
the key messages across to the school
administration. Informational mail-outs
can be sent to school counselors as well.
Press releases will be sent to local papers.

Budget

Banner Graphic Design

$500

Communication Staff/Manager of Projects annual salary

PT
Videography for YouTube video

$42,000

Editing Video

$2000

Movie theatre advertising

Free in exchange for siting their theatre on the web-site.

Influencers

Pro Bono. It is PR for them as well.

Total

$47,000

$2500

Evaluation and Measurement

Measure YouTube hits.
Have a meta tag on the site that houses the Facebook
banner to upload. This way you can count the number of
visits to that page, assuming most read the messages at
the very least, and uploaded the banner to their
Facebook.
Movie theatre game obtain the sales or attendance
figures for the movies it played in within Canada
provided by reviewing statistic sites for North America
and calculating accordingly.
Track website visits after each launch.
Track number of reports on web-site.
Track number of new sign-ups on web-site.