Widmeyer.com


	National Bullying Prevention Campaign, DHHS Overview Widmeyer Communications conducted a three-year, $3.6 million project to develop a dynamic national media campaign to prevent bullying and raise awareness about its consequences among "tweens" (pre-teens aged 9 through 13). The Maternal and Child Health Bureau, a division of the Health Resources and Services Administration in the U.S. Department of Health and Human Services, funded the project. Communications Challenge The campaign's strategic plan needed to address several audiences with distinct messages targeting each of those audiences. Campaign components also needed to resonate across cultural, socioeconomic and geographic differences. Strategy Widmeyer relied on behavioral and opinion research to develop the largest effort ever created to reduce and prevent bullying behavior among young people. The initiative incorporates a variety of media tactics and communications tools. Tactics Widmeyer relied on academic research, nationwide focus groups, a Youth Expert Panel of 9 through 13 year olds and their parents, as well as the input of organizations representing the health, mental health, education, safety, law enforcement and faith-based communities. Featured "Webisodes," or animated serial comics, on the Web site to depict an entertaining and engaging school-based storyline incorporating healthy messages about bullying prevention. Produced public service announcements targeting both youth and adults. Created an extensive inventory of bullying prevention resources. Prepared materials for the media that include a diverse communications kit. Secured a partnership with NBC that promotes the campaign using NBC talent through its "The More You Know" initiative. View one of the NBC "The More You Know" PSAs from the campaign. (MPG media player required) << Back

National Bullying Prevention Campaign, DHHS

Overview

Widmeyer Communications conducted a three-year, $3.6 million project to develop a dynamic national media campaign to prevent bullying and raise awareness about its consequences among "tweens" (pre-teens aged 9 through 13).
The Maternal and Child Health Bureau, a division of the Health Resources and Services Administration in the U.S. Department of Health and Human Services, funded the project.

Communications Challenge

The campaign's strategic plan needed to address several audiences with distinct messages targeting each of those audiences. Campaign components also needed to resonate across cultural, socioeconomic and geographic differences.

Strategy

Widmeyer relied on behavioral and opinion research to develop the largest effort ever created to reduce and prevent bullying behavior among young people. The initiative incorporates a variety of media tactics and communications tools.

Tactics

Widmeyer relied on academic research, nationwide focus groups, a Youth Expert Panel of 9 through 13 year olds and their parents, as well as the input of organizations representing the health, mental health, education, safety, law enforcement and faith-based communities.
Featured "Webisodes," or animated serial comics, on the Web site to depict an entertaining and engaging school-based storyline incorporating healthy messages about bullying prevention.
Produced public service announcements targeting both youth and adults.
Created an extensive inventory of bullying prevention resources.
Prepared materials for the media that include a diverse communications kit.
Secured a partnership with NBC that promotes the campaign using NBC talent through its "The More You Know" initiative.

View one of the NBC "The More You Know" PSAs from the campaign.
(MPG media player required)

<< Back