TORONTO – Maintaining it’s long-standing support of Bullying Awareness Week, Astral Media’s Family Channel is launching its 2005 "Take the Pledge" campaign.
The week is November 14 to 20, 2005, and its focus is to encourage kids to stick up for each other rather than silently watch if they see someone being bullied.
During the week, special programming will air on Family to challenge kids to take "The Pledge," an empowering statement that exemplifies the Bullying Awareness Week message that bystanders can be part of the solution to the problems of bullying.
Containing such lines as "I can help change things" and "In my world, there is no bullying allowed," the pledge was taken 55,000 and 175,000 times, in 2003 and 2004, respectively. The goal for the 2005 campaign is to have the pledge taken 250,000 times by kids across the country. From November 14, 2005 to June 30, 2006, pledges can be taken at www.family.ca/takethepledge.
"Spreading the message of Bullying Awareness Week to kids is one of Family Channel’s largest and most important initiatives," says Joe Tedesco, vice-president and general manager, Family Channel. "Family Channel is an effective medium to reach kids, but this year we are challenging another group of key kid influencers – teachers – to reinforce the bystander messages with their students to help them think about how they can act differently to positively affect bullying."
To support educators, Family Channel has developed – in consultation with the Canadian Initiative for the Prevention of Bullying (CIPB) – a resource that uses thought-provoking Public Service Announcements to facilitate structured classroom discussion. The "Teacher’s Guide For Grades 4 to 6: Addressing Bullying from the Bystander’s Point of View" will be available for download as of November 1 from the "Teacher’s" section of www.family.ca/takethepledge. A companion DVD of the PSAs, which can also be downloaded, will be mailed to principals of English-language elementary schools across Canada during the first week of November.
Family Channel will present the following movies, series, PSAs and on-air spots during Bullying Awareness Week to promote the "Take the Pledge" campaign:
Campus Confidential – Christy Carlson Romano (Kim Possible, Even Stevens) and Katey Sagal (Married With Children, 8 Simple Rules) star in this original movie about a fearless girl who confronts the clique-culture at her new high school. Canadian Television Premiere: Friday, November 18 at 7:30 p.m. ET/PT
This Time Around – Brian A. Green (Beverly Hills 90210) and Carly Pope (Popular) star in this original movie about a former ugly-duckling who attempts revenge on someone who humiliated her back in junior high school. Bullying Awareness Week Presentation: Friday, November 18 at 9 p.m. ET/PT
“Alone" PSA – This new 60-second stop-motion animated spot beautifully conveys the message "If you see someone being bullied, let them know they’re not alone." The director, Christopher Mills, painstakingly fabricated his vision out of paper dolls in a paper world. Developed by John St. and produced by Spyfilms, the PSA was commissioned by Family Channel for the Canadian Initiative for the Prevention of Bullying (CIPB).
"The Cool Table" PSA – Set in a school cafeteria, this 60-second live- action spot provides an example of someone taking a stand against bullying. Produced by DECODE Entertainment for Family Channel, the PSA delivers the message "Rise above the rest. Don’t be a bystander."
"The Pledge 2005" PSA – This is a montage of Family Channel stars reciting "The Pledge" and includes Raven (That’s So Raven), Ricky Ullman and Alyson Michalka (Phil of the Future), Charlotte Arnold and Justin Bradley (Naturally, Sadie), Sara Paxton (Darcy’s Wild Life) and Kate Todd, Nathan Stephenson and Ali Mukaddam (Radio Free Roscoe).
Celebrity-issued challenges – In this series of promos, Family Channel stars together with the Edmonton Oilers’ Georges Laraque, Justin Timberlake, Elijah Wood, Shawn Ashmore, recording artists Aly & AJ, and others challenge kids to "Take the Pledge."
Bullying-themed episodes of Lizzie McGuire, That’s So Raven, Zoey 101, Ned’s Declassified School Survival Guide, Darcy’s Wild Life, Even Stevens, Smart Guy and Boy Meets World will also air during the week.
Bullying Awareness Week is a joint initiative of Family Channel and Bullying.org Canada, the organization that operates www.bullying.org, a leading Internet resource on bullying.
This year, Bullying Awareness Week also reflects the contribution of the Canadian Initiative for the Prevention of Bullying (CIPB). Headed by a team of Canada’s leading researchers into the issues of bullying and victimization, the CIPB is a national strategy to reduce bullying and promote positive relationships for all children and youth, through partnerships between the CIPB team and national organizations and governments.
