Overview

• Widmeyer Communications developed and implemented a dynamic national media campaign to prevent bullying and raise awareness about its consequences among “tweens” (pre-teens aged 9 through 13). The project, currently in its third phase of work, has been underway since 2001 with a budget totaling over $6 million.
• The Maternal and Child Health Bureau, a division of the Health Resources and Services Administration in the U.S. Department of Health and Human Services, funded the project.

Communications Challenge

• The campaign’s strategic plan needed to address several audiences with distinct messages targeting each audience. Campaign components also needed to resonate across cultural, socioeconomic and geographic differences. After the Campaign’s launch, Widmeyer needed to keep Campaign materials fresh and relevant in the constantly changing world of bullying prevention.

Strategy/Tactics

• Widmeyer relied on behavioral and opinion research to develop the largest effort ever created to reduce and prevent bullying behavior among young people. The initiative incorporated a variety of media tactics and communications tools. After the Campaign was implemented, Widmeyer worked with experts in the field to keep material up-to-date and fresh.

• Widmeyer relied on academic research, nationwide focus groups, a Youth Expert Panel of 9 through 13-year-olds and their parents, as well as the input of organizations representing the health, mental health, education, safety, law enforcement and faith-based communities.
• Featured “Webisodes,” or animated serial comics, on the Web site to depict an entertaining and engaging school-based storyline incorporating healthy messages about bullying prevention.
• Produced public service announcements targeting both youth and adults.
• Created an extensive inventory of bullying prevention resources.
• Prepared materials for the media that include a diverse communications kit.
• Secured a partnership with NBC that promotes the campaign using NBC talent through its “The More You Know” initiative.
• Produced a national teleconference geared to educators, health experts and other audiences that impact young peoples lives to promote best practices for bullying prevention, and spotlight the wide variety of campaign resources for individuals and organizations seeking successful approaches for addressing and preventing bullying.

Results

• The campaign launch received extensive media coverage including spots on the “Today Show,” CNN, CNN’s “Headline News” and a host of local radio and television stations.  The launch was also well covered by print outlets.  The Associated Press, Detroit Free Press, Hartford Courant, San Jose Mercury News, and a number of other national and regional newspapers carried news stories on the campaign’s kick-off event.
• The Teleconference was well received with viewers watching the live proceedings from more than 100 sites across the country.
• Created and maintained partnerships with more than 70 national organizations in the education, justice, youth, and health and safety fields, including: National PTA, American Medical Association, and DARE America.
• Since the Campaign’s launch, more than 150,000 Resource Kits, Communications Kits and DVD Tool Kits have been distributed across the country. The Stop Bullying Now! Web site averages 60,000 hits a month, and the Campaign’s total impressions via print media are over 100 million.