ABOUT

Challenge:

Bullying has reached an all-time high in schools across South Africa. And with many incidents filmed and shared online, students don’t realise you don’t need to beat somebody up to be a bully. Just posting it makes you complicit. The Western Cape Government wanted students to rather raise their voice, not their phones.

Idea:

We filmed a fake incident, and showed it to influential students from around the Province. After watching it, they were asked 5 questions, carefully constructed by child psychologists to change their perceptions for good.

Then, to avoid suspicion, we enlisted the very same students to share the video with their peers on our behalf. At the end of the video, their peers were also prompted to find out more about the bully, where they were asked the same 5 questions in the form of a Buzzfeed style quiz. They were then given practical advice on how they should behave.

Results:

By speaking to only 10 students, we reached 13,5 million people.
The video and questions are now being incorporated into the Western Cape school curriculum, as the message around bullying is finally being heard.