We teamed up with Instagram to launch a joint campaign to explore and raise awareness of the fine line between banter and bullying for Anti-Bullying Week in the UK. Prior to the official launch of the campaign, we worked together on research that looked closely at how banter was being perceived, experienced, and used by young people.
A study was undertaken across the UK, with over 3000 participants responding to a series of questions, exploring the fine line between banter and bullying. Once the data from the research was compiled, a design concept was created to present the findings. The Banter or Bullying? report was released on the launch day of the campaign, the first day of Anti-Bullying Week.
As part of the Banter or Bullying? campaign, we also developed a number of educational assets designed to educate social media users about some of Instagram's new and existing safety and community features. The educational assets were shared across all Cybersmile social media platforms for the duration of the campaign.
In addition to the research and educational elements of the campaign, we worked alongside a number of social media influencers to engage with audiences and amplify key campaign messages. Zoe Sugg, Chessie King, and comedian Mo Gilligan all participated in the campaign, releasing exclusive Q&As, sharing insights into their own experiences, and also sharing their personal thoughts on the relationship between banter and bullying.
At the end of the campaign, Instagram's Kira Wong O'Connor participated in an exclusive Cybersmile Q&A. The interview focused on various topics, such as the importance of people feeling free to share content on social media without fear of ridicule and abuse, discussing key findings from the Banter or Bullying? report, and the importance of kindness as well as treating others with respect.