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Transcript

Call to Action:

Don't engage in online bullying.

Specific instructions.

The video SHOWS not tells.

Information is not enough.

Everyone who uses social media is responsible for their actions online.

Sense of community.

Design Principles:

Make it easy

Be mindful of what you post online

Make it fun

This video is fun to watch––it's made by MTV, a network which many teens associate with entertainment.

Tailor

The video that went viral.

It features actors who are high school or college age, and addresses a situation that many people that age have experienced.

Be open

The campaign is to the point––it's goal is simple: to stop online bullying amongst teens and college age students.

The website to donate.

https://www.giveback.org/cause/31285/Karen-Klein-Anti-bullying-Foundation.aspx

The Karen Klein Anti-Bullying Foundation

The Psychology of Asking

Four Main Initiatives of the Organization

The Anti-Bullying Movement:

Take Action

1. Provide Funds for anti-bullying counseling in schools across the country and around the world.

2. Create educational curriculum that will teach children about bullying and what they can do to stop it.

Asking

Compelling

Highly Focused

Absolutely Specific

Action Oriented

3. Support great organizations that are bringing awareness to the anti-bullying movement.

4. Develop new media assets that will serve the cause of anti-bullying.

the "It's A Thin Line" campaign

Call to Action

Thank you for watching.

Support the Karen Klein Anti-Bullying Foundation.

1. Make it easy- A donate button is located on YouTube below the video or a very simple donate button is located on the website.

2. Make it Fun- The video uses light-hearted and upbeat music to show a brighter side to a dark issue.

Design Principles:

3. Tailor- Karen Klein has gained a celebrity status from what she has been through. She has now become a recognizable brand and those who support her will receive gifts that has the logo and motto of her foundation on in it, which will give them recognition back for supporting a worthy and recognizable cause.

4. Be Open: Karen Klein and her story have been in the news for months straight. Her foundation has a straight forward mission that directly correlates with her story and people clearly understand and trust what is asked from them.

“I wish every day could be Halloween. We could all wear masks all the time. Then we could walk around and get to know each other before we got to see what we looked like under the masks.”

– R.J. Palacio

writer, blogger

“When people hurt you over and over, think of them like sand paper. They may scratch and hurt you a bit, but in the end, you end up polished and they end up useless.”

– Chris Colfer

Actor

quotes from www.goodreads.com

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