Cartoon Network has launched a national anti-bullying campaign to raise awareness and empower kids to take action against bullying.
The initiative called On Buddy Network: Be A Buddy Not A Bully, kicks off today, coinciding with National Anti-Bullying Week.
The campaign aims to utilise Cartoon Network’s animation and storytelling to address the act of bullying and encouraging kids to talk about their experiences and offer support to others.
As part of the campaign, Cartoon Network is collaborating with ChildLine, the leading UK helpline for children and young people, to inform children and young people about bullying issues and provide advice to those in need.
The multiplatform campaign will include an original series of animated shorts addressing the viewpoints of the bully, the bullied and the observer, as well as a public service announcement from British rapper, Tinnie Tempah.
“Cartoon Network represents a place where kids can be themselves – and encourages them to be comfortable and confident with who they are,” said Anthony Lukom, VP and GM for Turner Broadcasting System UK.
“We know that bullying is an issue that affects many of our young viewers. Working with ChildLine, we want to empower them to take action against bullying by being friendly and supportive to other; and also by not being afraid to speak up and tell someone if they are being affected.
“We are addressing this sensitive issue in a way that kids can relate to – and providing advice on where they can go for support.”
ChildLine ambassador, Anna Williamson, added: “I am delighted to be supporting this campaign.
“ChildLine is a charity that’s very close to my heart and it’s fantastic to be a part of this partnership with Cartoon Network so that we can reach out to many more children.
“As a ChildLine counselor, I know only too well how many young people contact us because they have been a victim of bullying and I see first hand the pain and damage bullying can cause to a young person’s life.
“It is so important that we are able to let young people know that bullying is wrong and that they can get help, no matter what they’re going through and that’s why I am so proud to be supporting this great initiative.”
Alongside ChildLine the campaign is being supported by Bullying UK and the children’s radio station, Fun Kids.
Cartoon Network also plans to roll out versions of the anti-bullying campaign in other countries across the EMEA region throughout 2015.