Bullying in schools is a difficult nut to crack. A bully feels empowered when his or her classmates stay silent – or worse, endorse it by taking videos and pictures and spreading them on social media. The classmates don’t realise that they are not only enabling the bully but, by their actions, become bullies themselves.
The Western Cape Government is striving to put an end to bullying at schools across the province in South Africa with a mobile kit and five simple questions that guide students through the process of stopping bullies in their tracks.
The campaign, developed by digital agency, Hellocomputer, and FCB Cape Town with the help of child psychologists, is called 5 Questions to End Bullying. It features a video of a fake bullying incident in a schoolyard and the reactions of students to five questions asked in sequence after viewing the video. The simple questions were carefully chosen to help learners see that their perceptions about bullying should change.
“You can repeat a message over and over and over again but, but unless you let learners discover it for themselves, the message will only be heard, and not bring about behaviour change,” stated Mike Barnwell, chief creative officer of FCB Cape Town.
To launch the mobile toolkit, influential students from all around the province shared the fake incident to their social media accounts. Their friends were prompted to find out more about the bully, leading them to a mobile site where the five questions were set up to look like a Buzzfeed-style quiz. As the answered the questions, they could come to their own conclusion, clicking through to discover how to behave in all kinds of situations.
WCG head of communication, Bronagh Hammond, commented, “With many of the incidents filmed and shared on social media for their friends to see, learners don’t realise you don’t need to beat somebody up to be a bully. We needed a way to help learners realise it for themselves.”
The Western Cape Government is using this toolkit to educate learners and schools throughout the province, hoping its message, Raise your voice. Not your phone, spreads far beyond.
Creative agencies: Hellocomputer & FCB Cape Town
Chief Creative Officer: Mike Barnwell
Creative Directors: Camilla Clerke & Nthabiseng Lethoko
Art Director: Matthew Crisp
Account Director: Nadja Srdic
Account Manager: Matt Mitri
TV production: Lauren Trevelyan
Production company: Carbon Films
Director: Bruno Bossi
Post production: Priest @ Fuel Content
Client: Western Cape Government (Education Department)
Head of Communications: Bronagh Hammond