12 October 2010
Beatbullying issues challenge to the public to take action and become anti-bullying volunteers
Beatbullying today launched a viral inviting members of the public to picture themselves in a ‘happy slap’ style video, as the victim of a brutal, bullying attack. Using special Oddcast face mapping technology to allow users to upload a picture of themselves which is then superimposed over the protagonist’s face, the viral, a first of its kind used by a charity, is intended to urge people to volunteer as CyberMentors.
Launched in March 2009 by Beatbullying, cybermentors.org.uk is staffed by specially trained peer mentors who engage online with those experiencing issues around bullying and other wellbeing issues. All the mentors volunteer their time and to date nearly 3,500 people have undergone the training courses provided by Beatbullying staff, and over 900,000 people have visited the site since launch.
Timed to encourage new volunteers in the lead up to Beatbullying’s ‘Big March’ in November for the world’s first online demonstration in support of children’s rights, the viral is designed to resonate in particular with young people, in light of the coalition Government’s plans to create a Big Society.
Emma-Jane Cross, CEO of Beatbullying commented:
“The coalition Government has pledged to tackle bullying – a commitment that we at Beatbullying look forward to working alongside them to realise. Central to this Government’s plans is creating a Big Society in which personal social responsibility is valued and volunteering encouraged. We want people to not only offer up their time to help the victims of bullying but also to help us spread the anti-bullying message and reinforce the notion that all children and young people have the right to a life free of violence, abuse or harassment.
“As we work towards launching the Big March for Anti-Bullying Week on 15th November, it’s more important than ever to have as many CyberMentors on hand as possible to ensure that all children are given a voice.”
Funded by Beatbullying partner V and written and produced by global advertising agency M&C Saatchi and Sonny Production, the viral is designed to create maximum impact, using innovative technology that will resonate with the target audience of 18-25 year olds.
Leading digital agency We Are Social is also on board, working to disseminate the viral. Sadie Westwood, Account Director, M&C Saatchi noted:
“We’re extremely proud to continue our relationship with Beatbullying with the launch of a new viral campaign.
“By using shocking footage in which you see yourself as a victim of bullying we hope to motivate young people to take action and sign up to become a CyberMentor.”
Any young person experiencing bullying or who just needs someone to talk to is urged to visit cybermentors.org.uk
For more information please contact:
Frank PR – beatbullying@frankpr.it | 0207 693 6999
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NOTES TO EDITORS
About Beatbullying
Beatbullying is the UK’s leading bullying prevention charity. Founded in 1999, Beatbullying empowers young people to lead anti-bullying campaigns in their schools and local communities, and builds the capacity of local communities to sustain the work. Beatbullying has directly and indirectly worked with 700,000+ young people over the last seven years, assisting and supporting young people that are being bullied, re-educating and changing the behaviour of young people that bully and preventing bullying in schools and communities across the UK.
About CyberMentors
Cybermentors.org.uk is a safe, social networking site providing information and support for young people being bullied or cyber bullied. Young people, aged 11-25, are trained as CyberMentors, in schools and online, so that they can offer support to their peers. Encapsulated by cutting edge technology, it is a safe website where young people can turn to other young people for help and advice. CyberMentors are also supported by trained counsellors, available online if needed. CyberMentors is a Beatbullying project.
About the Big March
Leading bullying prevention charity Beatbullying is joining forces with private sector companies, brands, media, charities and celebrities, to hold the world’s first ever virtual march on www.beatbullying.org/bigmarch
The Big March will be a digital first - a truly groundbreaking collaborative campaign hosted entirely online and culminating at No. 10 where marchers will sign a petition asking Government for help to protect kids from bullying, violence and harassment.
Beatbullying is further encouraging Government to set up a Big March Bullying Commission. It is hoped that the commission will investigate how Government, schools, families and communities can reduce incidents of bullying and give children a life free from violence and harassment.
V, The National Young Volunteers Service, aims to inspire a new generation of volunteers (aged 14-25) across England.
Big Society is what we do. We do it by creating a diverse range of volunteering and social action opportunities to help young people take action to improve lives, communities and the planet.
Please visit www.vinspired.com.