160,000 kids stay home from school every day because they are afraid of being bullied. A child is bullied on a school playground every 7 minutes; and 85% of the time, no one steps in to stop it. More than 40% percent of children have been subjected to online bullying; but only half of them tell anyone about it. I could go on. The numbers – and their effect on kids - are horrible, and while its more than likely everyone in this audience has had some experience w bullying, it is worse, and more prevalent, than when you were a kid.
We are a youth entertainment company, CN’s audience is 6-14 year olds, and so while our mission is to entertain and delight, we have a special responsibility in that we are talking to young people. Here you see some of the projects and partners we’ve been involved with over the last years. We believe in doing well and doing good. Our SR goal is to determine issues meaningful to our audience; and then provide entertainment that inspires positive actions and changed behaviors; thus contributing to the overall social good Projects must clearly address audiences interests and needs; and it is imperative that we weave our SR strategy into our companies ovearll culture, values and operations. And that’s why you are looking at the sum total, minus an assistant, of the Social Responsibility department at CN. I work with my colleagues in content development, research, marketing, pr, digital, scheduling, operations, etc and they take forward our SR initiatives as part of their areas. My roll is foster collaboration across not only CN but Turner and TW, and to work with research to ensure that we are headed in the right directions. We have two major sr projects that run simultaneously across the year, both focused on youth health. The Move It Movement, in partnership with our sports awards show, The Hall of Game, focuses on fitness and the importance of healthy physical lifestyles; and STOP BULLYING SPEAK UP focuses on bullying prevention and the importance of healthy mental health.
Two years ago, kids in our research panels clearly told us that bullying was one of the toughest issues they faced, BUT it was also the one they thought they could change if someone just showed them how. Cartoon Network’s STOP BULLYING SPEAK UP is doing just that.
We partnered with experts including US Depts of Education and HHS; key academics; grassroots and community-based organized organizations and young people
We learned that the best initial step in building a culture in which bullying is not acceptable, is to create a community of active witnesses, bystanders who know how to speak up safely and effectively when they see bullying happen.
We launched across screens in October 2010 with internal Time Warner and Turner partners including CNN and People Magazine; our psa’s and website are visible and promoted throughout the year; long form programming includes Specials hosted by Anderson Cooper; and we are in this for the long haul. Early research found that SBSU had the highest awareness level of all kids community service programs. We’re thrilled, but we know that raising awareness is just the first step in creating a cultural shift.
The website features our viral bullying prevention pledge, and additional partnerships and games will be announced later this year. We produced the first round of short form video with CJ, Jackson and Ali, the “dudes” from our original series “Dude What Would Happen?” Now for those of you who may have missed the series…..(explain the dudes) A second round of psa’s began airing this month featuring our health spokesperson, mixed martial arts star Bas Ruttan. Lets take a look at one of the spots.
Goal for 2011-2012 is to increase our reach into schools through CNN Student News, distribution of SBSU psa’s to school wellness committees for use during morning announcements and in assemblies; use of our psa’s, the AC360 special segments and our SBSU tip sheets as Town Hall or School-based meeting starters; and pilot workshops with the ADL’s wonderful No Place for Hate and CyberAlly projects.
STOP BULLYING SPEAK UP is truly a case of being able to respond effectively to the needs of our target audience AND meet our, as well as our partners, business needs. For example, in year one, kids and parents told us overwhelmingly that they felt better about the CN brand because of the work we were doing on bullying prevention; and we attracted sponsorship from partners we’d not done business with before…………………and we are on track to exceed both those achievements in 2011-2012. At Cartoon Network we are huge believers in the idea of doing well by doing good. It’s responsible to our youth audience; and consistent with the kind of company within which we want to work and lead. It aligns our goal of being a relevant youth culture brand, and our companies core values. We believe we have a business obligation to work in our audiences’ best interests; because when we do so, we are also working in the best interests of all of our stakeholders .
Bullying is just a slightly more socially acceptable word for child abuse. Our goal for STOP BULLYING SPEAK UP is to continue working successfully: across platforms ; with a diverse group of partners; encourage our audience to direct and participate in the content; and To create social change. Thank you for your time – happy to take any questions.
2. Successful History of Pro-Social Platforms & Partnerships with Impact
3. Identifying the Issue <ul><li>As part of Cartoon Network’s on-going research, young people identified bullying as one of top five most important issues in their lives. </li></ul><ul><li>It is an issue they wanted to change; and they believed they could change, if they knew how. </li></ul>
4. Advisors <ul><ul><ul><li>Dr. Susan Limber </li></ul></ul></ul><ul><ul><ul><li>Clemson University </li></ul></ul></ul><ul><ul><ul><li>Institute on Family and Neighborhood Life </li></ul></ul></ul><ul><ul><ul><li>Dr. Ron Slaby </li></ul></ul></ul><ul><ul><ul><li>Harvard Medical School — </li></ul></ul></ul><ul><ul><ul><li>Sr. Research Scientist; </li></ul></ul></ul><ul><ul><ul><li>Educational Development Center </li></ul></ul></ul><ul><ul><ul><li>Dr. Duane Thomas </li></ul></ul></ul><ul><ul><ul><li>University of Pennsylvania </li></ul></ul></ul><ul><ul><ul><li>Applied Psychology & </li></ul></ul></ul><ul><ul><ul><li>Human Development Division </li></ul></ul></ul><ul><ul><ul><li>Dr. Anthony Peguero </li></ul></ul></ul><ul><ul><ul><li>Miami University </li></ul></ul></ul><ul><ul><ul><li>Dept. of Sociology </li></ul></ul></ul><ul><ul><ul><li>Kevin Jennings </li></ul></ul></ul><ul><ul><ul><li>Director Office of Safe and Drug Free Schools </li></ul></ul></ul><ul><ul><ul><li>Department of Education </li></ul></ul></ul><ul><ul><ul><li>Capt. Stephanie Bryn </li></ul></ul></ul><ul><ul><ul><li>Director Injury and Violence Prevention Programs HRSA </li></ul></ul></ul><ul><ul><ul><li>Robyn Holstein-Glass </li></ul></ul></ul><ul><ul><ul><li>Executive Director </li></ul></ul></ul><ul><ul><ul><li>Project Change </li></ul></ul></ul><ul><ul><ul><li>David Waren </li></ul></ul></ul><ul><ul><ul><li>Education Director </li></ul></ul></ul><ul><ul><ul><li>Anti-Defamation League </li></ul></ul></ul>
5. Campaign Goals <ul><li>Educate youth about bullying and the potential power of the active bystander: </li></ul><ul><li>Empower youth to take positive action when they see someone being bullied; create a community of active witnesses. </li></ul><ul><li>Create long-term partnerships with nationally recognized experts. CN is content creator and distributor; partnering is key to success. </li></ul>Primary Goals:
6. CNN Partnership <ul><li>Cartoon Network, CNN and People Magazine partnered to promote an AC360 special: “Bullying No Escape.” </li></ul><ul><li>Cooper devoted the first week of October on his show AC 360 to the topic. </li></ul><ul><li>Town Hall featured Cartoon Network advisors Kevin Jennings and Dr. Susan Limber. </li></ul><ul><li>Town Hall premiered on CNN Friday October 8, 2010 and was edited into segments for CN and CN.com. Also distributed nationwide to the Boys & Girls Clubs of America </li></ul>
7. Digital Destination PSA’s “ The Dudes” from “ Dude What Would Happen?” www.StopBullyingSpeakUp.com with tools & resources for youth & parents, links to core partners
8. PSA Stop Bullying
9. Turner/Time Warner Partners
10. Doing Well by Doing Good Doing Well by Doing Good Brand Relevancy Stakeholders Youth Audience