
Jump In, Jump Out
Department for Children, Schools and Families (DCSF), managed by the Central Office of Information (COI)
Issue 7 | July 2008
Agency
Profero
Creative Team
Matt Powell - Creative Director;Scott Clarke - Art Director;Jaime Mclennan - Copywriter
Production Team
James Booth - Designer
Date
April 2008
Background
Bullying has always been a problem, but with the rise of mobiles and the internet, 'cyberbullying' is a new and rapidly escalating issue. With bullies now effectively able to access and target their victims using multiple tools and technologies, teens are finding it harder than ever to escape their tormentors. The main aim of the campaign was to raise awareness of the issues surrounding cyberbullying in a way that would engage the target audience. As a result, the hope was to challenge and change attitudes to cyberbullying by making it less acceptable, and ultimately to reduce the prevalence of bullying through mobiles and the internet.
Idea
After lengthy consumer research, Profero decided that targeting the victims would not be appropriate for this type of campaign as there is a need for specific support, guidance and advice. Targeting the main bullies and ring leaders was seen as ineffective as they derive too much satisfaction from their activities.
Instead they decided to target the people who passively accept it, thus giving it credibility. The people who laugh, the people who join in, the people who forward bullying footage – the accessories. At most they hoped to change behaviour, but at the very least they were looking to raise awareness of the fact that laughing at bullying is a major part of the problem. Five online concepts were developed, illustrating how inescapable bullying now is; how forwarding or encouraging bullying material accentuates the problem; and how every bully needs a ‘silent army’ to support them.
Results
A survey of 500 people aged 12 to 15 showed that over 50% of the respondents recalled the campaign. Additionally, the participants responded very positively to the look and message of the campaign, giving it a score of 3.6 out of 5. Most importantly, however, 84% said they would do something to help if they were caught up in a situation where someone was being cyberbullied. 56% agreed with the statement, ‘since seeing this advertising I more clearly understand the effects of cyberbullying and what I should do’. 90% now saw cyberbullying as a serious problem.
Target Audience
The bully’s ‘accomplices’
Size
Five executions
Our Thoughts
Do you remember the ‘Heroin screws you up’ campaign of 20 years ago? Well, probably not! But it did the opposite of what it was intended to do, and made drugs seem glamorous. That was one of the banana-skins of this brief. It would have been only too easy for online bullies to look cool. Equally, the advertising could have wagged the finger, thus irritating the hell out of its target audience. The fact that it does nothing of the sort is a tribute to the team behind it.