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HRSA’s National Bullying Prevention Campaign
Take A Stand. Lend A Hand. Stop Bullying
Now!
August, 2004
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Definition of Bullying
A child is being bullied when he/she is exposed, repeatedly and over time, to negative actions on the part of one or more children.
Bullying implies an imbalance in power or strength.
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Direct Bullying
Physical
Verbal
Non-verbal/ Non-physical
Hitting, kicking, shoving
Taunting, teasing, name calling
Threatening gestures
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Indirect Bullying
Physical
Verbal
Non-verbal/ Non-physical
Have a peer assault someone
Rumor-spreading, gossip
Exclusion, friendship manipulation, threatening e-mail
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Gender Differences
Most studies find that boys bully more than girls
Boys report being bullied by boys; girls are bullied by boys and girls
Boys are more likely than girls to be physically bullied by their peers
Girls are more likely to be bullied through rumor-spreading, sexual comments, social exclusion and social cruelty
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Conditions Surrounding Bullying
Children usually are bullied by one child or a small group
Common locations: playground, classroom, lunchroom, halls, bathrooms
Bullying is more common at school than on the way to/from school
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Prevalence/Harm
30% of students reported moderate or frequent involvement in bullying (Nansel) 19% report they bullied 17% report being bullied
(6% report they both bullied and were bullied) This translates to over 5 1/2 million youth
Involvement in bullying is correlated to violent and other anti-social behaviors (e.g., smoking, drinking alcohol, theft, possessing weapons, and poorer academic achievement)
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Bullying is Related To...
Vandalism Fighting Theft Drinking of alcohol; smoking Truancy, school drop-out High-risk gun ownership
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Effects of Bullying on its Victims
Low self-esteem Depression Loneliness Anxiety School absenteeism Reports of poorer general health Migraine headaches Suicidal ideation
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What Works?
What is required to reduce bullying in schools is nothing less than a change in the school climate and in norms for behavior.
This requires a comprehensive, school-wide effort involving the entire school community.
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Campaign History
Congressionally funded through the CDC’s National Youth Media Campaigns (2001)
Primary audience for all campaigns: Tweens (youth aged 9 through 13)
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Leadership Team HRSA
Elizabeth Duke, HRSA Administrator Kay Garvey, Office of Communications Director
MCHB Peter van Dyck, Associate Administrator Stephanie Bryn, Project Officer
Widmeyer Communications Jason Smith, Campaign contractor
Clemson University Susan Limber, Campaign subcontractor &
bullying prevention expert
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Campaign Goals:
Raise awareness about bullying Prevent and reduce bullying
behaviors Identify appropriate interventions for
tweens and other target audiences Foster and enhance linkages
between public health, education and other partners
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Campaign Timeline
Two years in development (01-03)
Launch: March, 2004 Telecast: April, 2004 view at www.mchcom.comPhase 2~~~Sept. 2004Updates, translation into Spanish, T-TA, new webisodes, comic books
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Campaign Research
Environmental scan Focus groups & in-depth interviews Extensive involvement of our Youth Expert
Panel Diverse group of 20 tweens, 4 teens 12 states represented Bullied children, children who bully, and bystanders Racially and socio-economically diverse
Steering Committee of Campaign Partners 5 Implementation Working Groups (IWG) Education, health & safety, mental health, law enforcement & justice, youth-serving
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Campaign Supporters A World Of Difference Institute/Anti-Defamation League American Academy of Pediatrics American Association of School Administrators American Counseling Association American Federation of Teachers American Medical Association American Medical Association Alliance American Occupational Therapy Association American Public Health Association American School Counselors Association American School Health Association Anti-Defamation League Association of Maternal and Child Health Programs Big Brothers Big Sisters of America Boys and Girls Clubs of America Center on Children and the Law, American Bar
Association Child Welfare League of America Children and Adults with Attention Deficit Disorder Children’s Safety Network Colorado Attorney General’s Office Council of Chief State School Officers Emergency Nurses Association Family, Career & Community Leaders of America Fight Crime: Invest in Kids Gay, Lesbian & Straight Education Network Girls Scouts of USA Leawood Police Department National 4-H Council National Alliance for Hispanic Health National Assembly on School-Based Health Care National Association of for Sport and Physical Education National Association of Pediatric Nurse Associates &
Practitioners
• National Association of police Athletic Leagues• National Association of School Nurses• National Association of School Psychologists• National Association of School Resource Officers• National Association of Secondary School Principals• National Association of Social Workers• National Center for Victims of Crime• National Crime Prevention Council• National Education Association • National Federation For Catholic Youth Ministry• National Mental health Association• National Middle School Association• National Organizations for Youth Safety• National Parent Teachers Association• National Peer Helpers Association• National School Boards Association• New Jersey State Bar Foundation• Prevent Childe Abuse America• Safe USA • School Social Work Association of America• Society of Adolescent Medicine• Society of Pediatric Nurses• State & Territorial Injury Prevention Directors’ Association• State Adolescent Health Coordinators Network• Students Against Destructive Decisions• The ASPIRA Association, Inc• U.S. Department of Education, Office of Safe and Drug Free Schools• U.S. Department of Health and Human Services• U.S. Dept of Justice, Office of Juvenile Justice & Delinquency Prevention• United National Indian Tribal Youth • Young Life, Wyldlife Ministries• YMCA of Mohawk Valley
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Campaign Components
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Animated Serial Comic
Twelve two-minute “webisodes” New episode posted every 2
weeks Entertaining to tweens Modeling positive behaviors Interactive
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Public Service Announcements
For television, radio, and print Different spots target:
Youth bystanders Children who are bullied Adults
National Association of Broadcasters will distribute PSAs
NBC “The More You Know” 2nd season
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Campaign Resource Kit
Two components:1) Clearinghouse of existing bullying
prevention programs & resources2) New bullying prevention resources
Created to address needs expressed by campaign partners
Developed by bullying prevention experts Web: www.stopbullyingnow.hrsa.gov or hard-copy via HRSA Helpline 888-ASK-HRSA
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Campaign
Communications Kit
For use by partner organizations, schools, businesses, communities
News media materials Resources tailored to local news
media efforts (templates, PSAs) Web-based and also available in
hard-copy
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Campaign Launch Event
March 1, 2004, 11:00 AM KIPP Key Academy, Washington, DC Involvement by:
Surgeon General and HRSA Administrator US Departments of Education and Justice Youth Expert Panel Partners
Premiere PSAs, Webisodes/Web site, other key components of campaign
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National Teleconference
April 19, 2004 7:30-9 pm EDT www.mchcom.com Live, working teleconference to help key
audiences adopt campaign components Platform for showcasing “What Works”
in bullying prevention Participation by representatives of
DHHS, DEd, DOJ, and others Participation by Campaign partners and
Youth Expert Panel
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Contact:
Stephanie Bryn, MPH Director, Injury and Violence
Prevention HRSA/MCHB [email protected]