Background

The Safer Vale Partnership is made up of South Wales Police; Vale of Glamorgan Council; South Wales Fire and Rescue Service; Cardiff and Vale University Health Board; South Wales Probation Service and VCVS.

Objectives

• To raise awareness of bullying throughout the school
• To promote support from national anti-bullying organisations
• To encourage victims to come forward without fear of reprisals

Our Approach

The use of mobile marketing means the anti-bullying message can be communicated via a medium young people are familiar with.

The focus of this message would be to let victims know that there is help and support available and that they are not responsible for being bullied in any way.

To promote the campaign Gencia produced striking visuals of typical high school pupils, obscured by a target.

Campaign Delivery

The campaign was delivered in Bryn Hafren Comprehensive School on 25 March over a lunchtime period.

An animated message was sent via a Bluetooth transmitter to pupils mobiles. This also contained contact details for Bullying UK and several other national organisations.

For iPhone and smart phone users Gencia developed on online version of the message which could also be accessed via PCs.

Posters, door stickers and roller banners were used throughout the school to promote the lunchtime 'event'.

Outcomes

The campaign was hugely successful in delivering the anti-bullying message

In just one lunchtime period 740 pupils downloaded the campaign to their mobile phones. 79 also accessed the content online via their iPhones, smart phones or PCs.

In addition, one of the pupils who was being bullied came forward as a direct result of this campaign.