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WHAT IS THE BULLYING PREVENTION CAMPAIGN?
Stand up for the 13 million children who will experience bullying this year. The Ad Council, the non-profit behind Smokey Bear and "Friends Don't Let Friends Drive Drunk," needs your support to create more Public Service Announcements (PSAs) that raise awareness about bullying in America. The current campaign, called "Be More than a Bystander," empowers parents to talk to their children about the safe steps they can take when witnessing bullying.
WHY IT MATTERS
Bullying is the most common form of violence young people face in this country. This year, over 13 million kids will experience bullying at school, on the bus, at home, and through their cell phones and computers. At least 7 in 10 kids say they have seen bullying in their schools.
Parents can play a pivotal role in helping to end bullying. Research shows that when parents talk to their kids about bullying, their children are more likely to take action to stop bullying. And when bystanders intervene, bullying stops within 10 seconds, most of the time.
HOW YOUR DONATION MAKES A DIFFERENCE
Your donation will extend the impact of this campaign by helping the Ad Council create new public service ads for "Be More than a Bystander" - allowing more parents to hear this important message. The Ad Council is a non-profit organization and needs to raise funds in order to create the campaigns. In most cases, the Ad Council has a non-profit or federal government partner to fund its PSA campaigns, but in this case, funding is very limited. That's why we need you!
Just think, if only 2,500 people donated $20 each, we could make a huge difference in the lives of millions of children.
Frequently Asked Questions
What is the Ad Council?
The Ad Council is a private, non-profit organization whose mission is to is to use the power of communications to generate measurable behavioral and attitudinal changes on the most urgent social issues facing our country today. We produce, distribute and promote public service campaigns on behalf of other non-profit organizations and government agencies. Our campaigns are developed pro bono by leading advertising agencies and rely entirely on media donated by the media community. By marshalling this volunteer talent across industry sectors, we are able to drive social change and develop iconic campaigns such as UNCF’s “A Mind is a Terrible Thing to Waste” or Wildfire Prevention’s “Only You Can Prevent Wildfires.”
What is the Be More Than a Bystander campaign?
The bullying statistics are staggering: More than 1 in 4 children a year (13 million) experiencing some form of bullying (as the bully, bullied or both).
The objective of this campaign is to raise awareness about the seriousness of bullying and encourage parents to talk to their children about the safe steps they can take to be more than a bystander in a bullying situation.
Who is the target audience for the Be More Than a Bystander campaign?
Parents of school-aged children.
How was the campaign developed?
The Ad Council and DDB NY conducted three rounds of research among parents of school-age kids to help guide the creative assets and strategy. This research included exploratory research to gauge current attitudes and behaviors, strategic concept statements testing, and creative testing, all of which led us to the Be More Than a Bystander approach.
In addition to this research, an advisory group comprised of bullying experts weighed in at key points throughout the research and creative development process to ensure we were delivering useful and accurate tools and information.
What is the campaign's main message?
Help your kids to be more than a bystander.
What is the scope of the issue of bullying?
This year, over 13 million kids will experience bullying at school, online, on the bus, at home, through their cell phones and on the streets of their towns, making it the most common form of violence young people face in this country. At least 7 in 10 youth say they have seen bullying in their schools.
Where can I learn more about talking to my kids about bullying?
StopBullying.AdCouncil.org/Bully offers a tool where parents can access fact sheets, videos, and information that highlight the simple, yet powerful actions children can take to help prevent and stop bullying. The Ad Council
How will my donation be used?
Your donation will help extend the reach of this campaign and drive exposure of the "Be More than a Bystander" message by helping the Ad Council produce a new PSA and send the materials to media outlets - allowing more parents to hear this important message.