Cybersmile and Instagram teamed up to launch a joint campaign to explore and raise awareness of the fine line between banter and bullying for Anti-Bullying Week in the U.K.
Prior to the official launch of the campaign, Cybersmile and Instagram worked together on research that looked closely at how banter was being perceived, experienced and used by young people. A study was undertaken across the U.K. with over 3000 participants responding to a series of questions, exploring the fine line between banter and bullying. Once the data from the research was compiled, a design concept was created to present the findings. The Banter or Bullying? report was released on the launch day of the campaign, the first day of Anti-Bullying Week.
As part of the Banter or Bullying? campaign, Cybersmile and Instagram also developed a number of educational assets designed to educate social media users about some of Instagram’s new and existing safety and community features. The educational assets were shared across all Cybersmile social media platforms for the duration of the campaign.
In addition to the research and educational elements of the campaign, Cybersmile and Instagram worked alongside a number of social media influencers to engage with audiences and amplify key campaign messages. Zoe Sugg, Chessie King and comedian Mo Gilligan all participated in the campaign, releasing exclusive Q&As, sharing insights into their own experiences and also their personal thoughts on the relationship between banter and bullying.
At the end of the campaign, Instagram’s Kira Wong O’Connor participated in an exclusive Cybersmile Q&A. The interview focussed on various topics such as the importance of people feeling free to share content on social media without the fear of ridicule and abuse, discussing key findings from the Banter or Bullying? report and the importance of kindness as well as treating others with respect.
Instagram is proud to be working alongside The Cybersmile Foundation. Like Cybersmile, we share a belief that all forms of digital abuse, harassment and bullying are as unacceptable online as they are offline.
Kira Wong O’Connor, EMEA Policy Programmes Manager
Together, we will be shining a light on an important and often overlooked issue: how banter can either be used as an excuse for bullying, or accidentally go too far and leave people upset.
EXCLUSIVE – We caught up with Instagram’s @KiraOConnor for #AntiBullyingWeek to discuss banter, bullying and the importance of kindness! Read the full interview here https://t.co/7XyUlu41jY pic.twitter.com/ipwUwHb0KP
— The Cybersmile Foundation (@CybersmileHQ) November 15, 2019
Cybersmile and Instagram worked together on a number of content pieces that were distributed throughout the campaign including branded statistical findings from the Banter or Bullying? report, important safety tips and talent activations. This also included engaging with the public to get their view on banter, with a number of interviews conducted on the streets in the U.K.:
View this post on Instagram
For Anti-Bullying Week, @Instagram has teamed up with @cybersmilefoundation to explore when banter becomes bullying. Research shows 51% of UK teenagers think calling something ‘banter’ is sometimes used as an excuse for bullying and two-thirds do not feel they understand the difference between the two. So we took to the streets to ask people where they draw the line between banter and bullying? What are your thoughts? Comment below! #AntiBullyingWeek
— Franklin Lake (@FranklinLake_) November 14, 2019
— Heavy D (@HeavyHeavyd) November 13, 2019
Throughout the campaign, the public were asked to share their thoughts on banter, the use of the term ‘banter’ to mask bullying type behavior and when banter crosses the line to become bullying. Internet users also engaged with a number of exclusive videos released by influencers who shared their thoughts and experiences relating to banter and bullying.
The Banter or Bullying? campaign received coverage in a variety of publications including lifestyle magazines, marketing journals, national and broadcast media. Coverage also included a number of exclusive interviews with social media talent who participated in the campaign along with thought leadership pieces from Cybersmile. Below is a selection of media outlets that covered the campaign:
Instagram has partnered online anti-bullying charity The Cybersmile Foundation to launch "Banter or bullying", a campaign aimed at drawing a distinction between online chatter and victimisation https://t.co/8Ye8oPafEP pic.twitter.com/K1B5xjTfUU
— Campaign (@Campaignmag) November 11, 2019
— CelebMix (@CelebMix) November 12, 2019
Anti cyber bullying organisation @CybersmileHQ and @instagram launch campaign to open up discussion about the difference between banter and bullying.
Survey suggests over half of young people said banter can sometimes be used as an excuse for bullying. #bbcgms 0835
— Gary Robertson (@BBCGaryR) November 11, 2019
The campaign reached users in digital, print and social media. Celebrity led, exclusive IGTV content saw large numbers of people impacted throughout the course of Anti-Bullying Week. A campaign Highlight on Instagram was also created which included a number of Stories, highlighting key activations that occurred during the campaign.
Cybersmile and Instagram aimed to spark important conversation around the relationship between banter and bullying, while supporting Instagram’s user base through the promotion of the platform’s various safety features and tools. The features and benefits of Instagram’s safety tools were amplified throughout the campaign through the use of bespoke designed assets.
If you would like more information about the process of working on a campaign with Cybersmile, visit our Campaigns page or use the form below to contact us. You can also download our most recent brand deck to learn more about Cybersmile and the work we do. We are excited to hear from you!