Young Albertans urged to “be better than bullying”
New phase of awareness campaign launched as part of National Bullying Awareness Week
Edmonton… Young Albertans are encouraged to ‘reverse it’ and ‘be better than bullying’ to make Alberta’s communities safer. The “Reverse it. Be better than bullying,” awareness campaign encourages youth to change behaviour that may cause hurt or harm to others.
“This campaign aims to stop bullying before it starts,” explains Children’s Services Minister, Janis Tarchuk. “We want children and youth to recognize and change bullying behaviour within themselves.”
Launched by the Alberta government during National Bullying Awareness Week, the campaign is aimed at children and youth between seven and 13 years of age. It builds on previous campaigns which have focused on educating children, youth and adults in prevention and safe intervention, and is based on research that shows bullying behaviour is best changed by having the person bullying develop empathy for their victim.
“Bullying is unacceptable anywhere, anytime,” said Education Minister Ron Liepert. “This campaign was built by kids for kids and helps children, youth, communities and schools take charge of this issue.”
The campaign was developed with the Prevention of Bullying Youth Committee which consists of youth from all corners of the province. It kicks off with a theatre advertisement that will air on 264 Cineplex Odeon screens in Alberta starting in late November. Other advertising will be placed in theatre lobbies and washrooms. Posters will be distributed to schools, libraries, sports and recreation facilities and other locations across the province, including Movie Gallery video stores. The Movie Gallery chain has further embraced the campaign by running the broadcast spot in all their Alberta stores which they have declared bully-free zones. Starting in January, radio ads will air province-wide encouraging parents to develop the knowledge, skills and language they need to respond to bullying.
Building further on previous bullying prevention campaigns, the provincial government has also signed a two-year licensing agreement with the Media Awareness Network so teachers in all school jurisdictions can access teacher training resources at no cost that address cyberbullying and child Internet safety. Children between three and
11 years old are also encouraged to visit www.teamheroes.ca to play new empathy-building S-Team scenarios.
Information and resources about bullying are available for youth at www.b-free.ca and for adults at www.bullyfreealberta.ca . The government’s toll-free, 24-hour bullying helpline, 1-888-456-2323, is also available for anyone needing immediate advice or support.
Preventing bullying is part of Premier Ed Stelmach’s plan to secure Alberta’s future by building communities, greening our growth and creating opportunity.
