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SOCIAL MARKETING
Anti- Bullying Campaign
What is the campaign purpose?

A great number of students, particularly in their formative years, face psychological damage
due to incidents of bullying. The issue is still rampant in-spite of various drives taken against
it by institute bodies. The factors leading to bullying behaviour have to be identified so that
any such activity can be cut off before irrevocable damage to any victim. This also has to be
supported by a mechanism that not only encourages victims to report the incidents, but also
provides a supportive environment that helps them move on and protects them from further
incidents. The current societal atmosphere discourages victims from coming forward due to
the fear of no action being taken, and being affected further due to their action of reporting
the same.
Bullying is a complex problem at school/college. It is an “epidemic”. Bullying is anything that
can be viewed as - hostile, dehumanising, intimidating or threatening behaviour. In the
current times, this is also made worse by the existence of digital platforms that lend an
additional layer of protection to the bullies due to the anonymity that can be harnessed
online. Hence, a proper anti-bullying campaign to resolve the same is necessary. The purpose
is to empower the community on the emotional and mental consequences of bullying and a
way to deal effectively with the same through the following:
1. Identification of common signs of bullying to help interventions
2. Regular awareness campaigns to sensitise what bullying is and how to come forward
3. Identification system to curb online harassment
4. Reporting mechanism that ensures positive action is taken against the perpetrators
5. Support system for victims that protects and provides guidance for them
What is the campaign focus?

The primary focus is on Parents and Teachers. When a student is targeted, proper action can
be taken to help them when a responsible adult is involved. Moreover, the buy-in of
concerned adults are required to ensure that there is a positive atmosphere to encourage
reporting of any bullying, ensure strict action is taken against perpetrators and there is an
active support system in place for the victims who come forward.
There are three types of bullying namely - Physical bullying, Verbal bullying and Social bullying.
Our campaign focuses on Physical and Social bullying.
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Set objectives and goals

The end goal of this campaign is to reduce the bullying, particularly the one that happens to
children during their formative years as these experiences will shape who they will grow up
to be. To that end, achieving the following objectives would be a step in the right direction:

 To support the teachers and parents understand and identify bullying and the invisible
rules & naturalized behaviour that may lead to violence and stereotyping so that they
may take steps to prevent it
 To have teachers incorporate anti-bullying messages into their curriculum in the form
of skits, classroom discussions and projects
 To have better strategies and positive responses to incidents of bullying that will
address the cause of the incident and not only the people involved
 To have the parents and families more involved in the process of prevention so that it
doesn’t remain the responsibility of only the school/college
 To have a mechanism through which bystanders can report incidents of bullying either
anonymously or have the confidentiality to do so with them being dragged into the
situation
 To have an “Up-standers’ Community” in the school/college which can serve as the
first responders to incidents of bullying as it is easier to talk to peers about bullying
rather than authorities

Current (Not Reporting Bullying) Desired (Reporting Bullying)

Will have someone to talk to and not
Doesn’t have to deal with the negative suffer alone (Individual).
Benefits
consequences of reporting bullying. Will be able to prevent further bullying
of the individual (Up-stander)
No proper mechanism/environment
Fear of mental suffering of the where-in one can report bullying and
Barriers
individual/friend(s). be sure about having no further
negative consequences

Desired Positioning: We want students to see reporting bullying as a way to reduce bullying
and its trauma on the victims and as more important and beneficial than suffering or letting
others suffer in silence.
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Product:
Create a reporting mechanism with multiple touch points such as a student Body, teachers,
counsellors, and Head-Master. We also need to make sure all students know how to report
bullying and there are systems for reporting need to be well understood, easy to access and
confidential. We also need to communicate to the students that their reports will be taken
seriously and handled appropriately.
Central Benefits from the behaviour: Reducing bullying and creating a safe environment for
students. With reporting arises the follow-up action of helping the victim to move-on through
counselling or any other kind of help.
Augmented Product: Establishing School Reporting Systems: Schools need to establish clear
processes* that can be used by the staff, parents, carers and students to report any incidents
of bullying.
Key Features of the Augmented Product: Confidentiality and prompt response mechanism
*(Using standardised reporting guidelines to ensure all relevant information is collected)