The significance of launching a specialized cyberbullying campaign lies in increasing awareness about this evil and how can parents, caregivers, children, young people, teachers, and others work to prevent it. To this effect, the campaign seeks to equip parents with tools to reduce potential online bullying and advocate for a safe Internet environment for children.

The campaign targeted the online audience including caregivers, parents of children aged 5-13, teachers, grandparents on the one hand, and teens between the ages of 13-18 on the other.

The campaign attracted a number of active partners who had a major role in advocating for the campaign, including Al-Mamlaka TV Channel, which has more than 2.5 million followers, in addition to other media professionals, journalists and social influencers on social media platforms. Believing in their positive influence and active role in communicating information and spreading awareness among young people, the campaign targeted 60 activists and influencers on social networks to help spread the knowledge through their pages and accounts, which enjoy exceptional number of followers. The percentage of followers from the youth segment reached 57%, mostly from the capital, Amman, and the rest distributed across the other governorates.

A variety of media materials with rich content (videos, sketches, cartoons, photos, etc.) were produced for TV channels or social media platforms. The campaign generated wide resonance as it used a variety of social media platforms, namely Facebook, Instagram and TikTok, in a bid to reach the target audience according to the various age groups.

Characterized by its colourful posts and graphics, rightfully suiting its target audience, this anti-cyberbullying online campaign was one of the most important campaigns that addressed young people during the pandemic. It has also addressed parents, caregivers and workers in the education sector to stimulate positive interaction with young people making advantage of their direct association with this phenomenon. This created a motivational and interactive discussion among social media users through all networking applications. Young people were reached through their favourite platform, TikTok, which according to the Telecommunications Sector Regulatory Authority increased the number of followers by 25%, specifically within young people and young people. The campaign received 1,313,923 followers, 2,948,175 impressions, 499,843 interactions and 127,577 video views.

 On the whole, the campaign has been able to shed light on cyberbullying and the importance of fighting it. It has also called for raising voices to generate demand for the adoption of necessary interventions, policies and legal support at the national, institutional, academic and community levels in order to put an end to this phenomenon, stressing the need to provide psychosocial support to victims of cyberbullying.

Launch artwork: