Bullying Beyond the Playground
For Immediate Release: March 06, 2007
Michelle Boykins, 202-261-4184
Leslie Capstick, 202-261-4138
Bullying Beyond the Playground
New Cyberbullying Research Says 43 Percent of Teens Victimized
But Only One in Ten Tell Their Parents
In a study commissioned by the National Crime Prevention Council and conducted by Harris Interactive, teens also reported their parents think they know what they do online, but really don’t. This relaxed supervision can lead teens to misuse online technology and hide behind its anonymity. Cyberbullying is the use of the Internet, cell phones, or other technology to send or post text or images intended to hurt or embarrass another person. Teens who experience cyberbullying express a wide range of emotional responses, including anger, shame, embarrassment, and fear, and may want to seek revenge.
Cyberbullying has also resulted in such serious consequences as teen suicide, school violence, and depression—facts that led the National Crime Prevention Council (NCPC), U.S. Department of Justice, Crime Prevention Coalition of America, and The Advertising Council to launch a new cyberbullying prevention public education campaign this week. In fact, four out of ten (39 percent) of teens in the Harris survey said that an effective way to prevent cyberbullying would be to have messages on TV, radio, and online. Volunteer advertising agency Saatchi & Saatchi created attention-grabbing viral videos, radio ads, and web banners to help teens 11 to 13 years old understand the important role they play in stopping cyberbullying.
The goal of the advertising is to help stop crime prevention before it peaks at 15-16. The ads use the proven tagline, “If you know you wouldn’t say it in person, why say it online.” Teens are also encouraged in the ads to “Delete cyberbullying. Don’t Write it. Don’t forward it.”
To help parents deal with this new threat to their teens, NCPC has created a brochure for parents that is available for downloading on www.ncpc.org . Outlined below are a few tips from the brochure.
To view the advertising, visit www.ncpc.org and click on cyberbullying under current campaigns.
To view the executive summary of the research or full report, visit http://www.ncpc.org/media .
Harris Interactive provided the following statement about their methodology:
Harris Interactive fielded the online survey on behalf of the National Crime Prevention Council between February 2 – 15, 2006 among a nationwide sample of 824 U.S. teens ages 13-17 years. All respondents or their parents were members of the Harris Panel Online (HPOL). Interviews averaged ten minutes in length. Data were weighted to reflect a nationally representative online sample based on the following known demographic parameters: gender, age, race/ethnicity, parents’ education, region, Internet use, and urbanicity of school. The results of this sample are subject to a sampling margin of error of +/- 3.41 percentage points at the 95 percent confidence level.
About the National Crime Prevention Council
The National Crime Prevention Council (NCPC) is a private, nonprofit organization whose primary mission is to be the nation’s leader in helping people keep themselves, their families, and their communities safe from crime. NCPC manages public service advertising under the National Citizens’ Crime Prevention Campaign—symbolized by McGruff the Crime Dog® and his “Take A Bite Out Of Crime®” slogan—and acts as secretariat for the Crime Prevention Coalition of America, more than 300 national, federal, state, and local organizations representing thousands of constituents who are committed to preventing crime. NCPC is funded through a variety of government agencies, corporate and private foundations, and donations from private individuals. For more information on crime prevention issues, visit www.ncpc.org .
About Harris Interactive
In an increasingly chaotic and competitive world, Harris Interactive can provide clarity and confidence. We believe that market research helps our clients understand the drivers of decision making and can strengthen enterprise equity. By focusing on the full spectrum of the dynamics involved in making choices —and especially why those are made— we can help our clients make better choices too. Providing clients with this accurate knowledge will help them achieve measurable and enduring performance improvements. We study people. Specifically, why people make the decisions they do and how our clients can best influence those decisions.
Visit Harris Interactive at www.harrisinteractive.com .