Stop Bullying: Speak Up: Cartoon Network & Committee for Children
In 2018, Cartoon Network used the global reach of its networks, its multiple digital platforms and strategic partnerships to advance the causes of kindness, inclusion and empathy. Millions of kids were presented messages and given resources to help them create more positive attitudes and behaviors towards themselves and others.
Cartoon Network partners with kids themselves to address the issues that matter most to them. Bullying has been and remains the top social issue among kids and parents. To address this national concern, Cartoon Network developed Stop Bullying: Speak Up (SBSU), an award-winning, multi-platform pro-social initiative, that addresses bullying among kids. Launched in 2009, the program has reached millions of kids and helped raise national awareness of the issue of bullying.
In consultation with Committee for Children, Cartoon Network focused its efforts around two key findings from the original research:
•77% said it would help if there was someone who could give kids ideas about what to do or say in tough situations.
•More than eight in ten 9- to 11-year-olds say they have gone out of their way to do something kind for another kid who was having a tough time, and nearly half (46%) say they have done so “many times.”
•62% of kids said hearing trusted advice from real kids is most valuable
Based on these findings, Cartoon Network focused on increasing knowledge and shifting attitudes among kids. By giving kids more knowledge and ideas of what to do or say, more kids are empowered to help other kids who are being left out or picked on. It was also critical to demonstrate that caring for others is a norm among kids.
Cartoon Network was given access to over 200 pieces including stories, poetry and comics from 8 chapters across the US. Cartoon Network then animated two stories to air across its network.
Three additional real kid stories were animated in partnership with Committee for Children. These stories featured characters from two of Cartoon Network’s top performing shows, The Amazing World of Gumball and Teen Titans Go! These demonstrated how to behave in situations where bullying can occur most (i.e lunch room) and the value of including others and being supportive in different scenarios.
The videos aired May through September across all Warner Media linear and digital networks, as well as 826 National networks and also extended through December on over 100 companies that chose to run the campaign at no cost to support the initiative.
“Including Someone Can Make A Difference” scored highest on love and relatability. Kids felt all 3 spots clearly communicated the message of kindness and inclusion and all PSA’s scored well overall and succeeded in being relatable and impactful for all genders and ages.
After seeing the spots, half of kids were able to recall Stop Bullying: Speak Up unaided, as well as correctly identify Cartoon Network’s involvement.
See the video selected as the Halo Winner below: