FYS001-0: Report on a Campaign to Reduce Online Bullying, 2018

This report, created for the Individuals in Society unit (FYS001-0), addresses the critical issue of online bullying through the lens of social marketing. It begins by introducing the concept of cyberbullying and its harmful impacts. The main body of the report focuses on the selection and justification of a target market (15-30 year olds) and outlines specific campaign objectives, such as raising awareness and building a safe environment. The report details the chosen promotion location (London) and the use of tangible objects like posters to disseminate information. The report concludes by emphasizing the importance of addressing online bullying and identifying effective approaches to mitigate its effects. The report references key academic sources that support its findings and recommendations.

Reducing Online
Bullying (Report)

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Selection of target market and its justification.......................................................................1
Campaign objectives..............................................................................................................1
Promotion Location................................................................................................................2
Use of tangible objects...........................................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

Introduction
Cyberbullying is referred to as bullying which takes place over the internet and digital
platforms. It considered to be an attempt to harm reputation of an individual through posting and
sending false and harmful content over such platforms (Freis and Gurung, 2013). Cyberbullying
also involves sharing of private information of individual which his/her consent with a unfair
motive.
Main Body
Selection of target market and its justification
The reason being this social subject is undertaken is that more and more people are
falling victim of this issues in the market. The younger generation has been targeted with this
social challenge and approximately 34% of total younger generation has been targeted with
online bullying through one means or another. The age group of 15-30 years has been identified
to be most vulnerable to this bad experience. There is an unequal ration of online bullying among
girls and boys as teenager girls has been bullied online. The students in schools and universities
have been frequently bullied with Facebook and Instagram through one way or another (Hinduja
and Patchin, 2012).
Campaign objectives
There have been numerous objectives which are formed in the context of social challenge
which is mostly being encountered by teens and younger generation. The crucial objectives
formed for this study are as follows:
 To Raise awareness against online bullying in education institutional and communities so
that children and youngsters could be protected.
 To build a safe and secure environment so that incidents of violence and harassment
amongst children could be eliminated.
 To identify alternative strategies and responses through which instances of online
bullying can be seriously dealt and minimize chances of their recurrences as well.
The justification of undertaken objectives is that it has become very important to make
teenagers and younger generation about the harm which can be carried out by digital tools and
measures. This age group have been known to overuse digital devices and are not fully aware of
the harm which can be incorporated by them.
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Promotion Location
The location which has been chosen for the campaign is London. The reason being that it
is the city which has encountered maximum cases of online harassment in the country. The
people in the country are to be informed about the harm it can cause along with the strategies
which can be undertaken to make sure cases of cyberbullying could not be imitated. The
Facebook have emerged to be one of selected platform for harasser and there have been
maximum instances of revenge porn and sexual abuse in the youngsters. The last recorded data
states that out of all the cyberbullying cases 32% carried involvement of social networking
platform Facebook. Therefore it is essential to stop people who have been harassing people on
such platforms through emphasizing on counter strategies (Wong-Lo, Bullock and Gable, 2011).
The main areas which will be targeted with this campaign includes parks, malls and shopping
centres in the city.
Use of tangible objects
It can be said that there will be will be a use of posters, charts and hoarding related to
cyberbullying so that they are more aware related to this social challenge and are aware of
strategies which could be helpful in overcoming such circumstances.
CONCLUSION
It can be concluded from the above report that online bullying is a major social challenge
which needs to be dealt with very seriously. Therefore making people aware through campaign
will be helpful in making teenagers aware related to harm that it can cause and ultimately
identification of approaches through which such cases could be eliminated.
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REFERENCES
Books and Journals
Freis, S.D. and Gurung, R.A., 2013. A Facebook analysis of helping behavior in online bullying.
Psychology of popular media culture. 2(1). p.11.
Hinduja, S. and Patchin, J.W., 2012. Cyberbullying: Neither an epidemic nor a rarity. European
Journal of Developmental Psychology. 9(5). pp.539-543.
Wong-Lo, M., Bullock, L.M. and Gable, R.A., 2011. Cyber bullying: Practices to face digital
aggression. Emotional and Behavioural Difficulties. 16(3). pp.317-325.
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