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Rosalind Wiseman

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What Makes a Good Bullying PSA?

Posted: 04/23/11 12:12 PM ET

When you work in bullying prevention like I do, you are repeatedly asked if there is a bullying epidemic. Sometimes it's said as a statement of fact. An epidemic is a sudden, widespread occurrence of a particular undesirable phenomenon. Since conflict and abuse of power are inevitable between people and bullying is the abuse of power in a conflict, we have always had it. There is no epidemic. But the fact that bullying has existed forever doesn't make it right and it doesn't make it less painful when someone you love is experiencing it.

What we are experiencing is an epidemic of ineffective bullying prevention educational programs and public service announcements (PSA's).

In the wake of the media's recent focus on a handful of high-profile bullying cases that ended in a victim's suicide, many organizations responded with multi-media anti bullying campaigns. Unfortunately these programs are often unrealistic and many ultimately give kids greater cause to dismiss adults as clueless and unable to help them solve the problem. While it's important to formally evaluate these programs, those studies can take years and our children can't wait.
We all need to agree on common sense criteria to differentiate messages that are laughable and easily dismissed, irresponsible or inaccurate, or realistic, relatable, and inspirational.

With the goal of starting the conversation, here's what I think.

A bad bullying prevention program or PSA:

1. Relies on gimmicks, like anti-bullying T-shirts, useless slogans like, "Bullying isn't cool. Don't do it," bracelets, pledges, and celebrity appearances as the principle educational strategy.
2. Depicts stereotyped situations.
3. Shows all white people at the center of the plot, or has token racial diversity. For example, the Queen Bee white girl with her backup Black and Asian friends.
4. Presents suicide as a natural consequence of being bullied and as a revenge fantasy against the bullies. Kids don't have to have suicide thrown in their face to take bullying seriously. Emphasizing suicide will make children think that any feelings less than that aren't worth reporting.
5. Portrays no realistic and comforting adult presence.
6. Provides no skills or strategies to stop bullying beyond, "Tell an adult" and doesn't acknowledge that telling an adult often doesn't help at all.
7. Assumes that bullying is always one-way.
8. Gives the primary motivations to not bully as that you will be punished or feel guilty.
9. Emphasizes blame.
10. Ignores the fact that most bullies think they're defending themselves or are at least justified; e.g. the victim deserves it. This is one of the primary reasons why a bully won't see themselves in these types of campaigns.


Some Examples:


A particularly poignant example of an ineffective and irresponsible PSA is the American Bar Association Antitrust Law Section's cyberbulling video. Like many, I have been extremely critical of this PSA. In response to criticisms of their original video, the ABA re-edited it to the version below, which is no longer irresponsible but still ridiculous.

I am highlighting this PSA because Mr. Allan Van Fleet, the Chair of the Antitrust Law Section, defends their actions by saying that the video was "a rough cut that [sic we] never intended be released to the public" (Quoted from his comments on this Slate article). The ABA posted something online that they never intended other people to see? Somehow they don't realize the irony of this response given the subject matter. It's what teens say after they've posted something inappropriate online and can't believe it went public. More unbelievably, in researching for this article I found that Mr. Van Fleet, who as the chair, must have some supervision over this project, has no privacy settings on his Facebook page. That means I was able to see all of the personal information he posted online. From his personal postings, it is clear that Mr. Van Fleet is a decent person who means the best.

But good intentions are not enough; you actually have to know what you're doing. And what is the first thing you tell children when they begin to use social networking? Set your privacy settings so only people you know and trust can see your information.

I understand that the next video the ABA is doing is about sexting. Seriously. And they were asked to do it by the United States Department of Education. I am not joking about this.

The National Crime Prevention Council's cyberbullying PSAs were done in conjunction with the National Ad Council and US Department of Justice. Entitled, "In the Kitchen with Megan" and "Rant with McGruff," both use the classic outdated advice of, "Just delete the bad messages you get" and "If you wouldn't say it in person, don't send it online." If you work in schools you know there are plenty of kids who will say it and send it.

The NCPC's radio PSAs, click the titles to listen:

In the Kitchen With Megan

Rant With McGruff

A Good Bullying Prevention PSA and Campaign:


1. Depicts realistic scenarios, knowing that if presented realistically the topic will hold the viewer's attention. (T-shirts, bracelets and celebrities are unnecessary.)
2. Incorporates the power, negative or positive, of the by-stander.
3. Clarifies, age appropriately, the difference between snitching and reporting.
4. Reflects young people's understanding and experience of race dynamics. i.e. while racism can be a weapon to bully, children have a nuanced perspective on race.
5. Understands how homophobia is tied to bullying.
6. Has an adult (maybe a parent) comforting a child.
7. Doesn't patronize the viewer.
8. Provides skills and inspiration in equal proportion to depicting the problem.
9. Is willing to acknowledge that adults can be part of the problem as well as help solve or improve the situation.
10. Inspires people to take the risk to publicly support victims and responsibly confront bullies.

Examples:

Adina's Deck: Adina's Deck is a new Internet Safety DVD series designed for the classroom. In each episode, savvy characters solve contemporary problems including: cyber bullying, online predators, and plagiarism.

"Abuse of Technology" by Imbee. Imbee is a social networking 'mega-platform' for kids between the ages of 8-14. The video moves fast, is age appropriate for tweens, and doesn't preach while managing to get key messages across.

For teens: "Words Do Hurt."

Lots of people have seen this one. Alye (the girl) and her parents have created a Facebook page where people can share their experiences and information:

For parents:

Good is good -- even when it's hard to admit. I usually disagree with Focus on the Family and have heatedly debated its representatives about including homophobia in bullying prevention curricula. (I am for; they are against). But they have some good parenting advice. Here's an example from their website.

For everybody:

AMHIR's music video of Perfect (it's a P!nk cover). These guys and the company that produced the video, HL Films, need to sit down with all the so-called experts and tell them how it's done. All of the filming was done by a seventeen-year-old and many of the students in the video have been bullied. I would take any of the people associated with this film to any high school in the country. Check it out!
 

Follow Rosalind Wiseman on Twitter: www.twitter.com/rosalindwiseman

When you work in bullying prevention like I do, you are repeatedly asked if there is a bullying epidemic. Sometimes it's said as a statement of fact. An epidemic is a sudden, widespread occurrence of ...
When you work in bullying prevention like I do, you are repeatedly asked if there is a bullying epidemic. Sometimes it's said as a statement of fact. An epidemic is a sudden, widespread occurrence of ...
 
 
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07:07 PM on 04/27/2011
How about UFC fighters speaking against bullying instead of nerdy actors?
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iLdoRight
Encouraging The Rightest Rightness
06:15 PM on 04/26/2011
In Ohio if you get a drunk driving conviction you get a yellow license plate for your car, perhaps children who are caught bullying should have to wear a very ugly tee shirt for a month or so. Kids could start the year with some money in their school account and have it taken away as with other privileges if they do wrong, parents could be fined for disruption time their children causes. Monetary rewards for good conduct and doing things for the good of the educational process is a possibility.
07:32 PM on 04/25/2011
This article is completely spot on. My son battled with cyber-bullying until a friend recommended Imbee. Imbee's strict no-bullying policy made him feel way more comfortable while using the computer. I recommend it.
07:08 PM on 04/27/2011
So basically he ran away from the bullies?
07:26 PM on 04/25/2011
These videos are very different. In some of the videos, the type of bullying shown is not what currently goes on. Bullying has evolved, and these PSA's should evolve too. I really like the imbee video, and will show it to my children because it is hip/cool, and they can both relate to it.
10:46 AM on 04/25/2011
Rosalind, I agree with you. Because of all the "buzz" about bullying, it's become trendy to speak out against it. However, as you point out, there's very little being done that's truly effective. And, therein lies much of the problem: because of the growing desire to "do something," a lot is being said and done that doesn't work, hasn't worked in the past and isn't going to in the future.

"Awareness" of the problem isn't the issue. When I speak to students across the country, I ask them to raise their hands if they haven't heard or don't know that bullying is wrong. Not a single hand goes up. They all KNOW. However, the reason bullying continues in spite of the growing awareness of the problem is that we tend to "treat" the problem at it's symptom, and not it's underlying cause. In other words, by the time bullying occurs, the real source the problem has been in place for a long time.

PSAs, assemblies, "anti-bullying" policies and legislation will not have much of an effect on stemming the epidemic. We have to change the culture, and we have to do it at the source of the problem, which means focusing on pro-social skills, not "anti-bullying programs."

For more discussion on this, I invite you to visit: http://socialsmarts.wordpress.com/2011/02/02/to-end-bullying-requires-a-cultural-change/

- Corinne Gregory
www.corinnegregory.com
www.socialsmarts.com
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Rosalind Wiseman
09:09 PM on 04/25/2011
Thanks Corinne! You raise really excellent points! I wish more people could sit on on these presentations and see what we are up against.
11:54 AM on 04/24/2011
Pictures of grave.
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HUFFPOST COMMUNITY MODERATOR
Cougar90210
That's me in the corner . . . losing my religion
10:00 PM on 04/23/2011
You're absolutely right that the last 3 videos are far superior to the first one. I felt like it was more like a "how to" video for those searching for some bullying ideas.

My favorite was probably the AMHIR video, with the Alye video a close second. Cyber-bullying is particularly troubling, imo, because, as we all know, bullies are basically cowards, and the veil of anonymity technology provides makes the cowardly all that more brazen in their attempts to hurt others.

I don't have any answers for this epidemic of bullying, but I am certain that the "preachy" approach will never work. "Just Say No" didn't work with drugs, and it doesn't work with this either. I guess the biggest thing is to get kids to understand the importance of finding a trusted adult they can go to in times of crisis.
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Steve David
07:54 PM on 04/23/2011
Too bad we can't speed up karma and then multiply it.
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Epilef2000
Cafe Con Leche Party
07:18 PM on 04/23/2011
public service announcement are made by conservatives with a politically and morally correct agenda...or so i assume. Remember the 'egg and your brain on drugs' ..completely useless..all i remember was i like to eat eggs..and the girl on the video was cute..or so i think...
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NikitaAhn
Peace is its own reward.
07:12 PM on 04/23/2011
It saddens me to see people vilifying all bullies as cruel, stupid, thoughtless kids. Often they have very low self-esteem and as another Huff Post article just examined, kids who are victims of violence in their homes often bully. Kids who witness domestic violence, experience abuse, or have themselves been bullied can sometimes turn around and bully others. Often the kids doing the bullying need help just as much as those they bully, but they get no sympathy from people. It can be hard to look past their actions and see the pain there, but treating them like human beings and teaching them how to connect with others without being cruel helps EVERYONE. And I say this as someone who was viciously bullied in school. The girl who picked on me relentlessly was in fact just a sad kid from a very dysfunctional home who was being emotionally abused by her own mother. When I got alder and could recognize that about her (and recognize that much of her aggression toward me was simple jealousy and insecurity) I felt pity for her rather than anger or hatred. Please be careful and don't forget that bullies are just kids, too.
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lady2soothe
Watch for me in the sunset
06:24 PM on 04/23/2011
My 15 year old granddaughter was bullied by three girls for the exact opposite reason of the girl in the video. Beautiful, tall, slender, vibrant cheerleader, with good grades, and many friends.

After verbal harassing her for several months, they decided to take it a few steps further by jumping her. Their excuse “she’s a Barbie”, however what they didn’t know was she’s only a few months shy of getting her black belt in karate, which she used as a defense with quick response punch’s . She whupped their a$$$.... Everything was caught on tape by the school security cameras and the 3 attackers got felony assault charges.

It’s so very sad kids are forced to defend themselves for whatever reason. Bullying is bullying.
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Phoebe917
old hermit who lives in the woods
06:54 PM on 04/23/2011
good for your granddaughter. luckily by daughter was never bullied, but she was a staunch defender of those who were. in high school she was very popular and a great athlete, and she doesn't have a violent bone in her body. she, however got to the point where she was ready to lay a kid out who was relentlessy mean to a kid in her class. she never had to go there, because this coward of a kid realized he may get his scrawny, gutless behind kicked by a girl.
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07:07 PM on 04/23/2011
Hope the charges held up; did they?
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lady2soothe
Watch for me in the sunset
10:58 PM on 04/23/2011
This only happened a month ago; yes the charges are holding up, however according to the state they live in, community service is probably all the penalty they'll get... Interestingly enough the girls and one of the mother's post to Facebook, the mother generously offered to beat my daughter up (stupid move) for embarrassing her child. Which just goes to corroborate Anita Ahn’s post, "victims of violence in their homes often bully", the mother is obviously a bully too.

And yes the attorney has all the posts.
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celere
Get corporations OUT of government
06:14 PM on 04/23/2011
Wonderful videos. AHMIR's especially got to me. On behalf of every kid (and ex-kid) who has ever been bullied, THANK YOU.
05:21 PM on 04/23/2011
People who do this are not normal--they are not very bright. Looks like they have nothing better to do with their time, and don't know how to build self-esteem in other ways (such as reaching goals, accomplishing something substantial etc.). I'm guessing the IQ of the bully is not too high, so it should be fairly simple to plant ideas into their brains. Let them see that acting that way shouts out their stupidity to everyone. Creating satire -- where instead of looking cool, pretty, or having disastrous consequences on a victim (which only reinforces their warped thinking and sense of satisfaction derived from this weird behavior) where they are shown looking like the tards that they are, might make them re-think. I'd be curious to see the average IQ of bullies compared to that of their victims. I tend to think the people they are trying to demote, surpass them.
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07:09 PM on 04/23/2011
Bullies are often quite  bright; they are just sociopathic and/or narcissistic.
02:06 AM on 04/24/2011
Has there been any studies on this? From my school days, I remember a few, and I can't recall that they seemed too sharp. And this pack mentality they showed in the vid seems pretty, I don't know, primal? Like reptilian brain-based? You've got more of that going on in the brain, while they're obviously not planning for their physics exam, writing code for programming class, developing skills, talents--it's basically empty up there (to me) ... nipping at the heels like a dumb dog.
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Greenman7
05:02 PM on 04/23/2011
I teach English near Gettysburg, PA. Like most schools across the USA we have bullying issues. A couple of years ago, I heard a report on NPR about 3 Great Books for Teens. One of them was a book by Jay Asher -- Thirteen Reasons Why. As soon as I was finished with the book, I flet compelled to sing its praises to our department and administration and library. Long story short, it is among the most popular books in the high school and I am convinced it makes a difference in the way students choose to act with one another.

I urge anyone--teen, parent, educator, and administrator--to read this book and find a way to work into the educational setting, either as required summer reading or as a library selection.

And for something completely different -- a book full of humor and poignant charm -- SPUD, by John Van de Ruit. -- what a hoot.
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07:10 PM on 04/23/2011
Thanks for sharing.
03:57 PM on 04/23/2011
Awesome article and great examples! We need more good PSA's like the examples you included.