WCED bullying campaign internationally recognized
16 May 2019
This past weekend, the WCED’s anti-bullying campaign “Raise your voice, not your phone”, was awarded a “merit” at the “One Show” awards in New York. The One Show is one of the most prestigious international awards competitions in advertising, design, interactive and branded entertainment.
The campaign also recently won a silver and a bronze award at the IAB Bookmark Awards earlier this year and was a finalist in 5 categories at the 2018 Loerie awards. FCB and Hello Computer worked with the WCED in developing the campaign.
The campaign highlights the effects of bullying on learners, as well as to draw attention to the fact that learners who film, post or distribute videos are also participating in the bullying.
Please see video presented below which outlines what the campaign entails and how it is being expanded into the school curriculum: Click here
The campaign first involves the filming of a fake bullying incident in a school yard. It ends with the simple message: “Raise your voice, not your phone”.
The viewer is then taken to 5 constructed questions that leads the reader to the realisation that learners are also participating in bullying by filming the incident, rather than intervening in order to bring an end to the abuse.
A second video was then created, which involved the participation of random learners from schools across the metro, who were asked questions in an interview. A psychologist was asked to show each learner the first video and a number of questions were posed thereafter. They were not briefed on the content. Their reactions are all real.
Just see here
The video exposes how learners don’t necessarily understand the implications of filming or distributing content across social media, and how their actions are just as bad as the bully concerned.
It is a powerful message that not only reveals the pain one can cause, but also the pain that many have suffered.
The campaign leads learners to various pages of support or advice on how to intervene when bullying occurs.
The campaign also provides tips on what one can do to help victims that are being bullied, as well as the types of support that are available for learners experiencing such abuse.
It is useful tool for the classroom, as well as for any parent to share with their children, so let’s continue spreading the message virally!