RSA project: Rewritten brief/ proposition

Background

Cyber-bullying is on the rise. It is an issue that is rapidly becoming prevalent amongst pre-teens and teens alike. What can start as harmless 'slagging', cyber-bullying can escalate into a very serious issue for the victim. In some cases (such as Phoebe Prince, Boston), it has led to what would have be an otherwise happy teenager, taking their own life.

Perhaps the most frightening part is that unlike ‘conventional’ bullying, there is no escape. Modern technology means that the bullying is literally in your bedroom, classroom and in your pocket… there is no getting away from it.

There are many layers to bullying, and indeed, therefore, to cyber bullying. Bullies themselves are often also previous victims so the issue is more complicated then simply 'good guy / bad guy'.

Context and client

Bullying UK, is the UK's leading anti-bullying charity. In the last eight years the charity's website has become the number one resource for people using search engines like Google, MSN and Yahoo to find reliable information on a variety of bullying issues.

Bullying UK are looking for a unique and innovative way to use digital technology to combat cyber-bullying. In essence, they want to use the technology that is used to cause cyber bullying, to combat it. This will take the form of an intensive promotional campaign to launch the product/service, along with product/service itself.

Requirements

1. An innovative, cross-media use of digital technology to combat cyber bullying. This could be a website, smartphone app, installations, short film(s) or a combination of all of the above.


2. A name and identity for the campaign.


3. Design a range of material and solutions to show how the campaign might be promoted.

Target audience

The target audience is not only the victim, but the bully, parents, teachers and friends. The target age group is 10-17.

Summary of proposition

Design a means to make cyber bullying undesirable and intolerable amongst young people and their peers. Use a combination of incentives, monitoring, community action and alert mechanisms to promote positive behaviour. Ideally, the problem should be tackled BEFORE it starts.