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Anti Bullying

Timetable

Target Publics

  • Primary target : Mobile telephone users aged 13-17

  • Secondary target:

Parents

Teachers

  • Jefkins (2004):

Consumers / users

The media (Social media, on-line magazines, forums, newspapers)

Opinion leaders (Stars, bloggers)

Campaign Tactics

  • Educate parents and teachers with a specialized information and training pack
  • Organize a National Anti-Bullying School Day
  • Launch a campaign website adjusted to the different target publics
  • Launch a Social Media campaign which will be supported by One Direction
  • Launch an Instagram competition
  • Set up a confidential hotline
  • Send out a Press Release to raise awareness among journalists

A Vodafone Campaign by:

  • Brechtje van Houtum - 13040576
  • Lilla Bálint - 12235527
  • Magnus Lindeberg -13030981
  • Marije Schiffelers - 13039579
  • Tara van Dijk - 13039573

Measurements

  • Website - Hits
  • Hotline - Calls
  • Social Media
  • Facebook - Talking Frequencies and “likes”
  • Twitter – Hashtags
  • Instagram - Followers and Pictures
  • Survey
  • Media Reach

Strategy

  • Use the internet to reach every target audience
  • Use role models to affect-influence children even more
  • Use a particular day to raise awareness among the population and specific target audiences
  • Cooperation with Anti-Bullying organization to be more convincing

Are there any questions?

Goals and Objectives

Primary objectives:

  • Reduce mobile phone bullying amongst 13-17 year olds
  • Encourage teenagers
  • Deliver practical advice to teenagers
  • Educate teachers and parents
  • Improving position Vodafone

Secondary objectives:

  • Improve Social Corporate Responsibility of Vodafone
  • Increase profit

Situational Analysis

References

Bullying in the UK:

46% of children & young people say they have been bullied

Cyberbullying: 38% of young people

- Abusive emails (26%)

- Text messages (24%)

  • Andersson, M. (2013) Discussion about website and film [email] (Personal Communication, 10 April 2013)
  • Nicholls, L (2012) One Direction become Pep Idols, The Sun, Available at: http://www.thesun.co.uk/sol/homepage/showbiz/4521428/One-Direction-sign-deal-with-Pepsi.htmlBains, P; Egan, J and Jefkins, F (2002) Public relations: Contemporary issues and techniques. Available at: http://reader.eblib.com/(S(z3gfl4wyg0ixynfqwwxc3qxe))/Reader.aspx?p=294332&o=79&u=her.614871004045e80f&t=1355198425&h=F64A7D040D19B28D069C416A465F5558FF7DE95E&s=15190076&ut=174&pg=1&r=img&c=-1&pat=n# [Accessed: 12th April, 2013.]
  • rnment Digital Service (2013) National Minimum Wage rates, Available at: https://www.gov.uk/national-minimum-wage-rates
  • NSPCC, 2013. Statistics on bullying. [online] Available at: http://www.nspcc.org.uk/inform/resourcesforprofessionals/bullying/bullying_statistics_wda85732.html
  • The National Center for Languages (2013) How many primary schools and primary pupils are there in the UK?, Available at: http://www.cilt.org.uk/home/research_and_statistics/statistics/primary_statistics/how_many_schools_and_pupils.aspx
  • Vodafone, 2013. Cyberbullying. [online] Available at: http://www.vodafone.com/content/index/parents/get_involved/cyberbullying.html
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