Bullying targeted in Singapore with ‘Share it to end it’ social media campaign

Anti-bullyingA campaign has launched in Singapore today to combat bullying.

Called ‘Share it and end it’, the social media campaign for the Coalition Against Bullying for Children and Youth encourages people to share an illustrated video which gets fractionally shorter with every view. The video will disappear after 100,000 shares on Facebook, supposedly ending the victim’s misery.

The campaign launches on the same day that a petition was raised on to bring an end to Stomp, a Singapore Press Holdings-owned gossip site campaigners say promotes cyber bullying. The campaign also comes soon after the government passed new anti-harassment law that criminalises bullying of children and cyberbullying.

The video, created by JWT and sibling digital agency, can be watched by clicking here.

Esther Ng, founder of CABCY, said in a statement: “We need to break the silence on bullying in Singapore. Victims are typically afraid or embarrassed to talk about it. It has been commonly reported by children and families that they have often been told to ”learn to live with it” or “not be too sensitive” or “try to fit in” when the bullying was obviously an endless torment on a daily basis. They don’t realize how serious this has become. Bullying is not just a bit of teasing. It’s real physical and emotional abuse.”

A press release also quotes Member of Parliament Dr. Lily Neo, who said: “I don’t think a lot of people know the extent of bullying – how prevalent it is, how bad it is, and how the children are affected by it. I like the campaign, because it’s a way to get the word out about it. Hopefully more people will talk about it and it will make people aware of it and will help reducing the suffering.”


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