Cyber bullying-Till' it happens to you
2016
The new Netflix documentary "Audrie and Daisy", a story about an US student who committed suicide after she was bullied on social media after she was sexually assaulted, demonstrates that cyber bullying is still a current issue among all social media users but especially among teenagers and young adults. According to a statistic compiled by "Childline", a free counselling service based in the United Kingdom, 52% off young people reported being victims of cyber bullying.
The aim of the video, which will be accompanied by various social media tactics such as an own Facebook and Tumblr page, is to playfully show users how to behave on social media platforms and what they can do if they get bullied. With the help of animation and real shot footage cyber bullying and the most important rules of conduct will be explained. Education and resolutions are the key elements of the online campaign to make the social media world a safer place.

Team members


Lisa Zhang, Video production & Social Media|Linkedin Page
Xiaohui Xiong, Video production & Social Media|Linkedin PageLinkedin Page
Martin Bauer, Texting & Social Media | Linkedin Page

Major production deadlines


1/10/2016: Finalisation of video
8/10/2016: Setting up of Facebook and Weibo page and Tumblr blog

Social media strategy

To share and promote the video, that will be uploaded on YouTube, a Facebook page, Weibo page and Tumblr blog will be set up.
As younger people are more affected by this issue it is vital to choose the appropriate platforms. Although Instagram and Snapchat are getting more popular among young users, their quirkier appearance does not provide the right environment for serious issues. Facebook is still used by young people, just in a different way. While it was used as an online diary at the beginning, it is now used for sharing content such as videos and articles. This user behaviour change is the reason why Facebook was chosen as an ideal platform. The behaviour of Weibo’s users is very similar. Furthermore, the utilisation of Weibo allows to extending the reach of the campaign. Individual pages on each platform will be set up, where content regarding cyber bullying will be collected and pro-actively posted. The pages will be an information source, where those affected can exchange views and seek for help. To complete the campaign a Tumblr blog addressing the issue will also be set up. Tumblr has a very young audience and offers the right environment for more serious topics.

Demographic / audience information.

The campaign targets young people (12-18 years) because as statistics show they are more affected than older people. Research on Facebook has also demonstrated that cyber bullying groups mostly consist of teenagers and young adults.