Chapter 5. Social marketing campaign evaluation and monitoring recommendations 72
Chapter 6. References 75
Chapter 7. Appendices 76
Hello everyone. My name is __________________ and I work at the Child Health Promotion Research Centre at Edith Cowan University. (With me today are/is _______________ and ________________, also from our research Centre. You have been invited here today to share your opinions on what you think young people who witness someone being cyberbullied can do to help. 111
Thanks again. If there are no more questions, I will now ask that you please make sure you have all your things and then return quietly back to class. 120
List of Tables
Table 1. Website analysis – availability and accessibility of bystander information 14 Table 2. Socio-demographic factors of schools participating in focus groups 20
Table 3. Sample selection 21
Table 4. Description of students attending the CFSP Cyber Friendly Student Leader training day 25
Table 5. Students’ favourite Australian movie hero 26
Table 6. Students’ favourite Australian TV hero 26
Table 7. Students’ favourite Australian sporting heroes 26
Table 8. Funniest celebrity on TV or in Australian movies 27
Table 9. Games students play on their phone 27
Table 10. Games students play on Facebook and elsewhere online? 28
Table 11. Students’ favourite game on their mobile telephone 28
Table 12. Students’ phone type, frequency of phone replacement and phone type decision maker 29
Table 13. Students’ iTouch, iPad or any other tablet ownership 29
Table 14. Students’ favourite way to chat to their friends after school 30
Table 15. Students’ most frequently stated positive and negative comments 30
Table 16. Finish this sentence: "bullies are…” 31
Table 17. Students’ perceptions of what might prevent someone from acting as a bystander to cyberbullying and what might motivate someone to act as a bystander to cyberbullying 31
Table 18. Actions students saw a friend do that really impressed them and made them think they were not very nice, and really make students mad 32
Table 19. Students’ preferred method of communication for cyberbullying campaigns 33
In May 2011, the Child Health Promotion Research Centre (CHPRC), in partnership with Primary Communication, were commissioned by the Australian Human Rights Commission to conduct a study to identify the most effective strategy, messages, content and technology to be used to undertake a social marketing campaign targeted at young people aged 13 to 17 years old. The social marking campaign will focus on encouraging cyberbullying bystanders to take positive, effective and safe action when they witness cyberbullying.
The Cyberbullying Bystanders Project comprises five stages in a two phase plan. This report presents the findings and outcomes as part of Phase One (Stages 1 to 3). A communications strategy will be prepared by Primary Communication for the Australian Human Rights Committee which utilises the findings in this report to inform future directions of the campaign.
The CHPRC used three strategies to consult with young people to answer the following research questions:
How can barriers to taking positive bystander action be removed?
What would motivate the target group to take positive bystander action?
What are the most effective messages to communicate bystander strategies?
What is the most effective content including user generated and the use of mobile applications?
What is the most effective platform(s) for implementation?
First, Cyber Friendly Student Leaders recruited as part of the CHPRC’s Cyber Friendly Schools Project (n=60) were consulted, via a written worksheet, about their technology use, preferred Australian celebrities and perceptions of friends’ behaviours. Second, Student Edge were engaged to conduct a moderated online blog to determine students’ experiences as bystanders to cyberbullying and recommendations for campaign strategies. Of the 409 responses posted on the blog, 277 (68%) were provided by the target age group (13-17 year old students) by students nationwide. Finally, Year 8 and 10 students (n=102) at five Perth metropolitan, non-government secondary schools were recruited to participate in focus group discussions (approximately 40 minutes duration) to consolidate the themes arising from the previous consultation stages. The methods and results of each research stage are described in full in Chapters 3 and 4 of this report. The findings arising from these stages were triangulated to answer the five research questions comprising the Cyberbullying Bystanders Project, as discussed below.