MUMBAI: Online social network Facebook and US media conglomerate Time Warner are bringing together and expanding their individual efforts against bullying to launch a wide-ranging, major cross-platform partnership initiative called Stop Bullying: Speak Up.
The multi-media campaign, named after the original anti-bullying initiative by Time Warner‘s Cartoon Network, will integrate broadcast, print, online and social media to ignite a conversation to educate parents, teachers and youth about the actions that will help protect young people from the impact of bullying.
This partnership is the latest in a line of initiatives from both Facebook and Time Warner Inc. to prevent bullying. Earlier this year, Facebook unveiled its newly designed Family Safety Center and a ‘Social Report Tool,‘ which enables people to report bullying or harassment to parents, teachers or trusted friends.
CNN, Cartoon Network and Time combined their on-going efforts and resources last year for a national multi-platform campaign, which included the CNN program, Bullying: No Escape; an AC 360 Special Report with People and Cartoon Network, hosted by Anderson Cooper.
Time Warner chairman and CEO Jeff Bewkes said, "For the past two years, we‘ve been working closely with Facebook to expand the bullying prevention campaign that was started by our own Cartoon Network, and includes several of our other leading brands. In partnering with Facebook for the next phase of our effort, we will now be able to communicate this important message to an even broader audience. I‘m confident that through our multiplatform approach and combined resources we can inspire even more people to take action against bullying."
Facebook COO Sheryl Sandberg said, "We care deeply about the safety of our nation‘s children and are proud to be partnering with Time Warner to raise awareness of bullying. We believe that by working together with parents and teachers, we can teach young people to speak up and stop bullying."
The announcement comes after the recent White House Convention on Bullying Prevention, which was attended by policymakers and representatives from the media industry, nonprofit and education communities.
As part of the initiative, Facebook and Time Warner Inc. will leverage the reach, depth and social connections of each of their properties.
The campaign will now include:
CNN‘s Anderson Cooper 360° Town Hall – Anderson Cooper will host a second town hall-in partnership with Time Warner and Facebook-dedicated to discussing the current bullying issues confronting kids today as well as discussions with certified experts to teach adults on coping with this epidemic.
The special hour is scheduled to air on CNN in October as part of Bullying Prevention Month, with additional pieces and reports leading up to it.
Facebook‘s Social Media Pledge- An interactive Stop Bullying: Speak Up Social Pledge App that will enable educators, parents, and kids to make a personal commitment-and recruit others to join them-to help stop bullying. The App is scheduled to launch in time for the Fall 2011 back-to-school season.
